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.

Need

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

Approach

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

Solution

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.