There are three critical ingredients to ensure a new positioning or 'core offer' that we help create for your company is as strong as it can be...
Knowing what your market wants;
knowing what your competitors are offering, and;
knowing what your intrinsic strengths are.
Our Client Intelligence project provides the third of those three ingredients. It helps give a valuable insight into your strengths and weaknesses and how you compare against your competitors.
There are two main parts to what we do in this project...
1. Overall Business Grid
We've developed an analytical process that addresses many different parts of your business, asking a set of questions and allowing us to rate it in an unbiased manner. We end up with an objective picture of where your business sits in your marketplace.
We call it the Overall Business Grid (OBG) and it considers the following broad categories of your business:
1. Your value proposition and your Unique Selling
2. Your major intended or unintended strategic focus
3. Your primary markets
4. Your operations
5. Your sources of revenue
6. Your value chain
7. And major elements of your intended
business development strategy
When we've completed the Competitor Intelligence project, the OBG analysis lets us compare important elements of your company against theirs.
For that reason, it's very valuable.
2. SWOT Analysis
A SWOT workshop is a two-step process.
First, the group of participants (ideally all your key staff) brainstorm on all the Strengths, Weaknesses, Opportunities and Threats they can think of that are relevant to your company.
Second, the group culls the lists down to more important ideas and then prioritises them.
The results make a pretty good list of major assets to exploit, major weakneses to address, opportunities that ought to be pursued and threats that need to be prepared for and avoided.
The SWOT is a tried and proven analysis. Chances are you've run one yourself.
We tend to find three reasons why our clients' own SWOT exercises don't quite give us what we need...
1. They didn't involve all the critical staff
2. They were conducted some time ago, and the
company has changed
3. They weren't as thorough and open as they could
have been because they weren't facilitated by a
person outside the company
So we usually recommend a new, inclusive and independently facilitated SWOT workshop.
Between the OBG and the SWOT, we will get a good idea of your company's most critical advantages and disadvantages when compared to competitors, and we will often discover ideas for strategies that will find their way into your marketing plan. Contact us today.