Market and competitive analysis is the collection, analysis and interpretation of real-world data to yield a deep and thorough understanding of the characteristics and dynamics of customers and competitors within a marketplace. The purpose of any research activity is to help our clients make informed, fact-based decisions regarding potential issues and opportunities by providing insight into the nature of their strategic landscapes.

We believe for a market and competitive analysis to be effective it must be credible, logical and actionable. To ensure that our analyses have these characteristics Alliance Consulting Group has developed a rigorous methodology, the key elements of which are summarized below:

• Hypothesis Development – Specifically identify issues and/or opportunities to be explored, succinctly state the question(s) to be addressed and develop several hypotheses to be tested
• Research Design – Define the scope of research including type of research (e.g., qualitative, quantitative), scale of research (e.g., number of interviews to be conducted) and analysis approach (e.g., regression, forecasting)
• Data Collection – Employ both quantitative (e.g., phone surveys, mail surveys, database searches) and qualitative (e.g., focus groups, telephone interviews, literature searches) techniques, as appropriate, to collect primary and secondary data
• Analysis and Interpretation – Evaluate data using a variety of analytical techniques (e.g., regression analysis, conjoint analysis) to test hypotheses, interpret findings and provide recommendations

Our Capabilities

Alliance Consulting Group utilizes our broad and deep industry expertise in combination with rigorous analytical techniques (e.g., forecasting, valuation, regression, conjoint, cluster, factor, discriminant, and Monte Carlo analysis) to thoroughly understand the characteristics and dynamics of a marketplace. A summary of our key capabilities in understanding the market environment include:

Market Analysis Capabilities:

• Market Sizing
• Market Opportunity Assessment
• Industry Trend Analysis
• Customer Needs Analysis and Segmentation
• Value Chain Economic Evaluation
• Financial Forecasting
• Lifetime Customer Value Determination

Competitive Analysis Capabilities:

• Competitive SWOT Analysis
• Competitor Mapping
• Market Share Assessment
• Competitor Product Evaluation
• Industry Fragmentation/Consolidation Assessment
• Competitor Trend Analysis
• Barrier to Entry Evaluation

Case Study

• A leading beverage manufacturer assesses the attractiveness of a new beverage category opportunity by analyzing the market and competitive environment
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