Building Market Intelligence to support market and competitive strategy
Key benefits: Ability to identify competitor behavior and strategies. Ability to develop robust business strategies based on market and competitive insight.
Cadbury wanted to develop an effective understanding of their competitors in the Sugar confectionary market. They wanted to understand their competitors’ likely strategies and use this insight to develop more effective business strategies for Cadbury.
Application: Strategic Planning
Geography: Southern Africa
Facilitation of a process of gathering information from primary and secondary sources, analyzing the information and developing various scenarios of potential competitive behaviour.
Methods: Secondary research , expert interviews, analysis and scenario planning
The process culminated in a two day workshop where various competitor scenarios were identified and used to create effective strategy for Cadbury based on holistic competitor insight and understanding.