- Leistung:Strategisches Benchmarking - Wettbewerbsanalyse
- Sektor:B2B-Dienstleistungen
Issue
Despite continued investment in best-in-class processes and expensive marketing campaigns, the client was unable to narrow the gap with it’s leading competitor. Their source of competitive advantage remained a mystery.
Approach
AMR returned to first principles and rapidly sought to identify sources of advantage by comparing the client’s performance with the competitor in critical areas of strategy and operations. AMR got close to the competitor through a sophisticated interview and research programme that generated key insights. Our analysts then synthesised a huge volume of qualitative and quantitative data to create workable like-for-like measurements.
Recommendations
It quickly became clear that the client’s greater investment in marketing and operations was not addressing underperformance that was linked to a weaker brand and less entrepreneurial culture. For years strategy consultants had worried about creating the ideal structures and processes on paper while the crucial human element and creative energy had ebbed away. AMR offered clear pragmatic recommendations to address underperformance in the areas of customer acquisition and cost-control, without which the client’s technical advantages could not be realised.
Result
AMR’s work had a far-reaching impact within the organisation. The corporate structure was simplified, marketing strategy was refreshed and work is underway to restore human decision-making and accountability to crucial areas of operations.
Insight from AMR’s research
Large quantities of data held in-house at leading corporations can be useful for specific departments but often fail to deliver insight into key business and competitive issues. Often, talking to competitors and customers provides a far clearer view of whether a company is on track or not.