allowing our client to understand competitors and their approach
to successfully map the market and gather key structural insights
based on robust, real-time data that our client previously lacked
Our client, a FTSE250 business, was extremely successful in selling their products through on trade channels. However, they recognised that their off trade sales could be increased and therefore wanted to understand how competitors who were further along with their strategy were achieving their goals.
In particular, they wanted to understand how these companies were structured, which roles and individuals were in their teams, and their sales and marketing approach to this complicated channel.
They engaged us to carry out competitor intelligence to gain insights into five sub-functions across four target businesses.
Using multiple sources, we gathered data and provided insights about:
Our output was a detailed, 222-page report which included five sub-function-based organisation charts for each competitor, profiles of top talent and tables listing notable individuals in key individuals within the teams. We also provided further background information about each company and comparisons between their markets and approaches to sales.
As a result of this report, our client was able to understand how their competitors were managing off trade sales, including the similarities and differences between each. This enabled our client to set their strategy based on an in-depth understanding of the market, improving the profitability of this channel as a result.
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