This name-brand company came to Grail following increased competition from illicit product sales in its top markets. In recent years, the company had seen a loss in market share to illicit and contraband products and they needed to understand the dynamics of this growing threat. The client commissioned Grail to help analyze the structure, drivers, and development of illicit trade and to define strategies on how to fight back. Specifically, it wanted to empower its end markets with up-to-date information, tips and tricks to help directly address this growing problem.
Grail gathered and summarized all internal knowledge from the client’s employees. We identified the most impacted markets and developed a framework for identifying key threat indicators to be used by each end market. Grail then developed future scenarios, based on a range of quantitative and qualitative research, tracking studies and opinions of in-house and external experts.
The scenarios were brought to life in the form of a toolkit, which allowed end markets an ongoing way to understand, evaluate and combat the problem. The toolkit raises questions about illicit trade, challenges thinking and helps decision makers test their strategy and underlying assumptions on an ongoing basis.