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Competitive intelligence case study - manufacturing
Tracing a competitor’s supply chain


•   Our manufacturing client became concerned that a competitor was sourcing
    cheaper, better parts to build a rival product. They asked Aqute to analyze the
    competitor’s supply chain globally.

•   A global manufacturer of complex equipment was alarmed by a quickly growing
    competitor. The competitor’s products were high quality, and they had a good supply
    of spare parts and efficient logistics. Our client had no knowledge of where the
    competitor was manufacturing the product, what went into it, or how much they were
    paying for components. How did this competitor manage to build such a good
    product? Who were its suppliers?
Sourcing the competitor’s device


•   All Aqute projects start with a wide-ranging search for available published information.
    In this case, while there was some material about the competitor, there was nothing
    about the suppliers. As we suspected the suppliers to be in India, this was not
    surprising.

•   Our first task was to buy one of the competing devices, so that it could be examined
    for clues about the component manufacturers. We eventually found a device being
    sold by a used equipment reseller in the Middle East.

•   Examining this device revealed a number of component manufacturers. Our local
    analyst in India started a wave of primary intelligence gathering to analyze the
    suppliers, understand the quality of their operations, profile their strengths and
    weaknesses and map their capabilities against our client’s own suppliers. Physical
    monitoring of the suppliers’ plants told us who their logistics providers were, as we
    saw delivery vehicles driving in and out.
Sweeping the competitor’s ecosystem


•   We were lucky that this project coincided with a number of industry events in the Asia
    and Europe that we could attend. Working our way around the exhibitors at these
    events, we amassed a mountain of information about other component suppliers to
    the competitors, and the terms on which these components were being sold. Some of
    the suppliers also discussed openly the exclusivity or otherwise of their contracts, and
    pricing details.

•   Finally, our conversations with existing users of the device allowed us to report on its
    strengths and weaknesses, and users’ satisfaction with the quality of the product.
Responding to the competitor


•   Our client’s competitor had a better supply chain, which made their product cheaper
    and allowed easier sourcing of spare parts. Armed with Aqute’s competitive
    intelligence, our client was able to lower their own manufacturing costs, and focus
    their marketing on quality rather than pricing. Additionally, the research gave the key
    stakeholder ammunition to win investment for an improved spare parts distribution
    plant, that became a revenue generator.

•   In short, we empowered our client to make a better product than their competitor.
Visit our website for competitive intelligence.




http://www.aqute.com/competitive-intelligence/

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Competitive intelligence case study manufacturing

  • 1. Competitive intelligence case study - manufacturing
  • 2. Tracing a competitor’s supply chain • Our manufacturing client became concerned that a competitor was sourcing cheaper, better parts to build a rival product. They asked Aqute to analyze the competitor’s supply chain globally. • A global manufacturer of complex equipment was alarmed by a quickly growing competitor. The competitor’s products were high quality, and they had a good supply of spare parts and efficient logistics. Our client had no knowledge of where the competitor was manufacturing the product, what went into it, or how much they were paying for components. How did this competitor manage to build such a good product? Who were its suppliers?
  • 3. Sourcing the competitor’s device • All Aqute projects start with a wide-ranging search for available published information. In this case, while there was some material about the competitor, there was nothing about the suppliers. As we suspected the suppliers to be in India, this was not surprising. • Our first task was to buy one of the competing devices, so that it could be examined for clues about the component manufacturers. We eventually found a device being sold by a used equipment reseller in the Middle East. • Examining this device revealed a number of component manufacturers. Our local analyst in India started a wave of primary intelligence gathering to analyze the suppliers, understand the quality of their operations, profile their strengths and weaknesses and map their capabilities against our client’s own suppliers. Physical monitoring of the suppliers’ plants told us who their logistics providers were, as we saw delivery vehicles driving in and out.
  • 4. Sweeping the competitor’s ecosystem • We were lucky that this project coincided with a number of industry events in the Asia and Europe that we could attend. Working our way around the exhibitors at these events, we amassed a mountain of information about other component suppliers to the competitors, and the terms on which these components were being sold. Some of the suppliers also discussed openly the exclusivity or otherwise of their contracts, and pricing details. • Finally, our conversations with existing users of the device allowed us to report on its strengths and weaknesses, and users’ satisfaction with the quality of the product.
  • 5. Responding to the competitor • Our client’s competitor had a better supply chain, which made their product cheaper and allowed easier sourcing of spare parts. Armed with Aqute’s competitive intelligence, our client was able to lower their own manufacturing costs, and focus their marketing on quality rather than pricing. Additionally, the research gave the key stakeholder ammunition to win investment for an improved spare parts distribution plant, that became a revenue generator. • In short, we empowered our client to make a better product than their competitor.
  • 6. Visit our website for competitive intelligence. http://www.aqute.com/competitive-intelligence/