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Home Strategy & Growth Consulting Competitive analysis

Performing competitive analysis is crucial to help businesses navigate and thrive in a competitive marketplace

Competitive analysis can vary according to the objectives being pursued (checking the viability of a new project, understanding the intensity of competition in a market, reworking positioning and strategy, identifying acquisition targets, etc.) and the information sought. It will systematically require the clear identification of a company’s direct (similar offering) and indirect (catering to the same needs) competitors as well as the precise characterisation of these competitors’ strengths, weaknesses, strategies and recent trajectories. A successful competitive analysis should lead the company to adjust its positioning strategy and better adapt to its competitive environment as a result.

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Victanis delivers competitive analysis that empower businesses to stay agile, innovative, and competitive

Competitive analysis, or competitive benchmarking, is a one-off study that focuses on competitors’ practices, situations, and trajectories. 

At the outset of any competitive analysis, Victanis would clarify the client's main objectives to ensure these are met. Objectives may include improving market positioning, better leveraging strengths and weaknesses, spotting emerging trends, gaining insights into customer behaviour and tailoring the value proposition accordingly, or simply making well-informed decisions. 

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Victanis would then ensure that the right selection of competitors, both direct and indirect, is made without relying solely on the client’s own prism. 

Victanis would review the client’s competitive ecosystem, including identifying new entrants and recent announcements and developments by existing competitors, before we capture relevant competitors’ data, understand their positioning, identify their strengths, characterise their weaknesses, and analyse their growth strategies. 

Victanis would finally work with our client to create a more attractive value proposition, adapt their strategy and positioning accordingly, differentiate further and, therefore, capture a larger share of the market, and better anticipate changes in their competitors’ behaviour and offerings. 

 

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Expert and Experienced: Achieving Success with our Senior Industry Experts

Our team consists of seasoned professionals with deep industry networks and sector-specific expertise, ensuring every project is backed by strategic insight and returns of experience.

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Local footprint: Leveraging our In-Depth Cultural and Market Knowledge

With extensive knowledge of the countries and cultures we operate in, we succeed in matching the unique dynamics of each market and business case and in delivering seamless and respectful cross-border projects.

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Professional and Hands-On: Relying on executable strategies

We offer a hands-on, project-driven approach to strategy and M&A, specializing in cross-border transactions with a focus on delivering tangible results through tailored, detail-oriented execution.

BAE Systems : BAE Systems is one of the leading global defence companies.

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Challenges

Although primarily focused on defence and security, the Platform Solutions Business Unit had developed significant capability in power management systems for military and civil transport vehicles.

With an eye to the growing civil aerospace market, the business wanted to explore the possibility of using its power management system technology for civil aircraft, an increasingly vital aspect of aircraft design in the C21st.

Approach

  • Victanis designed the project to give the client a complete ‘outside-in’ analysis of the commercial Aerospace Electrical Systems market.

  • Victanis undertook a complete assessment of the global market including revenue forecasts, the competitive environment and likely technological roadmap.

  • Secondly, Victanis assessed the Top 10 providers of electrical power systems and identified likely targets for potential acquisition to facilitate entry into the market.

Results

Victanis consolidated its analysis and provided detailed options and recommendations for a market entry strategy either through partnership or acquisition.

Orsyp : Leader in IT Operations Management, specializing in automating IT processes and optimizing IT utilization

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Challenges

Our client, renowned software publisher in the field of large IT infrastructure management, had set up a subsidiary in Germany in the early 2000s. Despite a dozen customers having been successfully secured, the company had closed because growth objectives were not reached and the company had struggled to be profitable.

The appointment of a new management team and the launch of new technical solutions lead our client to turn to Victanis to analyse the opportunity to reposition itself in Germany and to develop a pertinent long-term entry strategy.

Approach

  • Firstly, Victanis conducted a competitive analysis of IT infrastructure solutions in Germany and a review of the companies developing or distributing these, as well as an analysis of the development potential of the existing customers of our client.

  • In parallel, options for commercial development plans were been proposed.

Results

The Victanis analysis demonstrated the strategic and commercial rationale for the repositioning in Germany of its Client. The customer was convinced and decided to recreate a legal entity (GmbH) based in Frankfurt. Victanis recruited the initial management team of 5 people.

The visibility of the Client’s activities in Germany have been noticed by the market and have contributed to the interest of a US fund for the acquisition of this French player in IT infrastructure that had become European.