CASE STUDY
Benchmarking Sales Performance and Marketing Initiatives Through Competitive Intelligence Analysis
The client, a global medical device manufacturer, wanted to conduct competitive intelligence study to benchmark its two product lines’ sales against its two key competitors.
Solutions
- Analyze competitors’ sales performance
– Product price from manufacturer to dealer to hospital in general
– Target sales volume, value and growth drivers
– Sales volume and value in the past 2 years
– Estimated market share
– Key customers and the contribution to sales
– Distribution model and management system
- Understand competitors’ sales strategy
– Product positioning
– Sales strategy for important product categories
– Product development strategy in the future
- Understand competitors’ marketing activities
– Total marketing investment
– Key marketing activities, such as conferences and training at hospital level, digital marketing, etc.
– Core marketing materials and messages to dealers, KOLs and physicians
Methodology
- Conducted over 30 in-depth interviews with industry experts and over 100 quick-calls with distributors
Our Process
Competitor Analysis
Competitors' Strategy Analysis
In-depth Interviews
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