Market strategy & competitor benchmarking
Competitor benchmarking and IPMI Market Inteligence in China
Large global IPMI player
To help the client understand the product landscape and the overall market picture, as well as benchmarking them against their competitors.
The client was unsatisfied with its progress to date in IPMI in China, as the brand awareness and scale of sales was still suboptimal. Therefore, the client was keen to know where was the main volume (and profit) by customer segment and product type, and what will it take to win in terms of propositions, pricing, channel, etc.
MGG conducted this project in two phases. In the first phase, MGG analyzed Individual IPMI products, the competitors, and the range of benefits/formats. In the second phase, MGG reviewed internal and historical data, conducted research, and numerous anonymous interviews with China market experts. As a result, MGG gave a detailed review of the market, especially of its products and competitors to the client, and included an analysis of their strengths and weaknesses.
MGG presented its findings to a wide panel of stakeholders and provided them with actionable strategic advice on how to address their shortcomings and become competitive in the China IPMI market.