Competitive Intelligence Analysis Report

(Content here is adapted from ppt presentation given to senior leadership of client)

 Excerpted Content from PowerPoint Presentation of Competitive Intelligence Analysis: Commercial Vehicle Parts Industry.

NOTE: I have performed several CIA projects, discretely sourcing data from competitors on behalf of a client considering their brand’s position and future market potential. These presentations are lengthy, detailed and designed to be presented at senior-level meetings. I provided a script for the narrative in addition to the slide graphics and content.

 

Slide Content: Intelligence-Gathering Highlights

  • Literature collected from 24 DDC aftermarket competitors (target list contained just 11 competitors)
  • Informative and informal conversations with dozens of competitor representatives
  • All materials categorized and alphabetized in 6 binders
  • Literature in binder often includes direct DDC comparisons, prices and distribution locations
  • I presented this competitive intelligence analysis report to an executive board
  • The analysis was a key factor in the client’s decision to enter a $1 billion+ engineered product segment

 

 

Slide Content: Observations Based on Onsite Interviews with Competitors

  • Attendance at the tradeshow was disappointing to exhibitors, who fell into two categories; the first said, “It’s the show’s first year.” The second, more strident group of exhibitors accused the event organizers of over-hyping HDAW, and questioned the viability of the event.
  • The unspoken but unmistakable key driver for HDAW was a palpable fear among independent distributors, who attended the event seeking  solutions for their increasingly competitive business environment and/or new sources of non-OEM supply.
  • The primary targets for “pirate parts” in the diesel engine market at HDAW was unquestionably Caterpillar and Cummins, followed by Detroit Diesel. At exhibits where DDC was targeted in comparison charts and other sales literature, the Series 60 engine was featured prominently. There was little to no evidence of a similar assault on MBE engine aftermarket components.
  • HDAW featured a disproportionately high number of clutch and brake manufacturers and component suppliers. Conversely, there were a relatively small number of exhibitors promoting turbos, blocks and other heavy components.

Slide Content: Comments and Data from Competitors

Business is great…we’re a former Toyota electrical division…we manufacture in more than ten plants…we’re Japanese owned…we sell to OEMs and through warehouse distributors to the heavy duty industry.”

                                                                    Denso Sales Representative

“Business is improving but it’s getting tougher to compete with the OEMs…we’re known for producing premium quality products that compete against OEMs in the aftermarket…OEMs compete by telling customers, ‘You’ll get better life out of your truck—or whatever– by using genuine parts installed by an authorized dealer’…that’s like saying a Camry won’t run as well unless you use a Toyota sparkplug.”

                                                                           Bosch Sales Representative

 

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