surprising competitor intelligence enables a strategic response from an agribusiness company

Surprising Competitor Intelligence Enables a Strategic Response from an Agribusiness Company

CASE STUDY

SURPRISING COMPETITOR INTELLIGENCE ENABLES A STRATEGIC RESPONSE FROM AN AGRIBUSINESS COMPANY WWW.FULD.COM

Why Choose Fuld?

I've worked with a lot of consultants over the years – from McKinsey to Cap Gemini all the way down to the small boutique firms – and I just can't compliment Fuld enough on a quality delivery. They took the time and energy to learn our business, learn the multiple channels that are involved in agribusiness today, and the differences between us and a key competitor.

− Market Insights Manager from the company

Client Testimonial

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Looking Beyond Tactics

A manufacturer of widely used agricultural products believed that it had an opportunity to take market share from a bigger competitor who had made some serious missteps. At first, the client wanted to see if those missteps might have led to weaknesses that could be tactically exploited. But the capabilities Fuld + Company brought to the project delivered a far more intensive competitive assessment of the rival that enabled our client to respond strategically.

Case Overview



A Competitor Goes Off Course Key Business Challenges

Our client’s rival had attempted to imitate the market leader in the space, a company widely known for its superior technology. But in undertaking a technology push and rationalizing their sales force, the rival had appeared to drift from their core strength: maintaining strong relationships with the distributors of their product. Though products in this market were also sold through retailers, the high-touch distributor channel generated far more value for them.



The Questions Multiply Key Business Challenges

When the rival’s technology push ended in disarray, our client believed they saw a further opening, but they also saw far more uncertainty about how the rival might proceed. Would they continue to stumble? If so, in which direction? What would it mean for our business? Until our client could answer those questions, they couldn’t devise the most advantageous response.



Surprising Answers The Fuld Approach

In addition to conducting primary research, undertook four corners analysis, and developed a predictive model that leveraged a proxy for the rival’s revenues by geographical business unit. With these tools, and others, we were able to create a more accurate and realistic reading of the rival’s intentions than less comprehensive approaches yield. Our client was surprised to learn that the rival was righting the ship – moving resources out of corporate, pouring them into the geographical business units, and returning to a laser focus on distributor relationships.



Responding to What You Know, Not to What You Think

Key Business Impact

Our client, having originally thought they might be able to opportunistically make some inroads in the distributor channel because the rival was napping, now realized they faced a much different reality. As a result, they were able to develop a more appropriate and nuanced strategic response. To keep pace in the distributor channel, they overhauled their sales training and reoriented their recruiting, without sacrificing the technological superiority they already enjoyed over their rival. At the same time, they saw an opportunity to team with the rival through technology licensing agreements to take on the market leader.



Information to Drive Transformation The Fuld Review

The client’s initial ‘laundry list’ approach to competitive intelligence illustrates a misperception we often encounter – that competitive and market intelligence is primarily informational. But when competitive intelligence is integrated with a strategic focus from the outset and accompanied by the recommendations of experienced practitioners, as ultimately occurred in this case, it can produce invaluable strategic insights. Insights that have been rigorously validated. Our client, who quickly perceived the value of this approach, has now asked us to undertake an intense look at the market leader through this larger strategic lens.



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About Fuld + Company

WHO WE ARE

Since 1979 Fuld + Company have pioneered competitive intelligence, and today we work with leading companies worldwide to deliver the competitive and market insights they need to make better business decisions. We don’t rest on our history and past successes. This means working hard to deliver uncompromising analysis that generates sound advice and earns us enduring partnerships with our clients.

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We are driven to expose our clients to insights about their industry, their competition and a changing market; designed to help avoid surprises and industry shocks. Through deep research, penetrating analysis and strategic gaming + advisory expertise, our team of professionals help you identify and solve tactical and strategic challenges. We help reduce the risks associated with business-critical decision making.

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Competitive + Brand Insights

War Games / Competitive Simulations

Market Analysis, Share + Sizing

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Product Portfolio Roadmap

New Market Entry / Segmentation

Value Chain Analysis

Life Cycle Management

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