A Fortune 500 consumer goods giant found itself unprepared for a wave of innovation in its market and suddenly saw an uptick in competition from both old and new players. The company quickly saw an impact on its business and needed a way to both track competitor product launches and assess the impact on market share. They faced the additional challenge of limited internal resources and a complex internal matrix structure that resulted in scattered access to market information.
This client needed a battle plan. Grail set up war game scenarios, then ran a series of strategy workshops to help clients make crucial decisions for each scenario. We set up a dedicated team to monitor and assess global and local competition on a quarterly basis to help the client get a 360 degree view of the competition. We monitored each player across sub-segments – evaluating their manufacturing and sourcing horizons, analyzing their financial performance, tracking product launches, innovations, IP & R&D investments, assessing their go-to-market strategies, recent activities, and growth-plan and scanning their social media and e-commerce platforms.
Based on our tracking, the client could build a dynamic strategic plan based on expected competitor behavior. We then doubled the coverage from 8 close competitors to 16, and expanded the depth of information, covering more than 25 players’ variables, including patents, product launch pipeline, go-to-market strategy, pricing, social media reviews. Through ongoing intelligence our client could adjust strategy in real time, rebuild market share and better positioning itself for future battles.