Case Study: Competitive Assessment
Results
Forrester provided the product architecture team with:
- An objective industry overview that included both a feature and function differentiation matrix and a positioning and market messaging comparison.
- Competitive messaging tactics tracked by competitor, product development strategies, and partnership recommendations to strengthen the company's market position.
- Feature/functionality comparison of vendor products, strategy, and market presence.
Challenge
The client wanted to strengthen the company's brand by better understanding the competitive landscape. The market had intensified, providing more options to customers, and the client wanted to know, "What do we need to do to remain competitive?" This insight would be used to determine three-to-five year strategic plans and internal coaching and education.
Who
Director of marketing for a technology provider
How Forrester Helped
Forrester conducted a two-phase project to achieve the client's objectives by:
- Facilitating an intake workshop. Forrester hosted a workshop at client site to gather information about product strengths and weaknesses and current market positioning.
- Performing competitor analysis. Forrester leveraged our existing Forrester Wave™ research to review competitor products. In addition, we leveraged our knowledge about the technology underpinnings and the vendor's position within the market.
- Producing a custom Forrester Wave assessment. This detailed software-vendor assessment compared the client's product offering versus competitors' and leveraged several hundred competitive criteria. We conducted a core system comparison of competitor offerings with the client's product.
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