Spot new opportunities and understand the future market.
We conduct competitive analysis in 3 key areas: Strategic Group Analysis, Market Mapping, and Environment Analysis. This approach gives a full view of the market to help spot new market opportunities, define the competition, and understand the macro environmental factors that provide the big picture of the market.
Strategic Group Analysis.
The objective of the strategic group analysis is to spot positioning slots, new market opportunities, and target brands and companies that are on the cusp of new market creation. It’s a forward looking mission, rather than a backward looking exercise to protect existing turfs. In consumer non-durable markets, new opportunities arise in new positioning possibilities (e.g. Yogurt snacks-to-go such as Gogurt brand); new market spaces defined by creative value innovation (e.g. Spin Toothbrush); emerging trends (e.g. diet foods); and target acquisitions of innovative new comers.
The market definition could be based on end-use competition, generic competition, product category competition, product form competition, and finally direct brand competition. Product categories may overlap when looking at the broader frame of competition, such as generic competition. Understanding and defining the market for each product category is required to focus the strategic analysis. In addition, we must recognize that new opportunities arise in creative redefinition of indirect competitive spaces.
Macro trends are shaped by demographic, socio-cultural, and economic factors. A big picture analysis must include a detailed analysis of these macro environmental factors. In addition, if the objective is to foresee the future, these trends should be used to construct scenarios in 3 to 5 years. Such scenario development exercises can result in spotting emerging opportunities. The critical variables to evaluate include demographic changes, cultural attitudes, occupation shifts, culture shifts as reflected in beliefs, values, and lifestyles, age distributions, mobility of population, etc.