The Aardvark Story

Aardvark had a problem, perhaps many problems. The market for widgets seemed to be changing, revenue and premiums were under pressure in their key market segments. New market entrants and Aardvark's main competitor were eroding market shares.

New business models fueled by information and telco technology and movements in the exchange rate also seemed to be complicating the picture. What was going on, what was driving this turbulence? How would Aardvark respond? How could they improve their competitive advantage?

MindShifts worked with Aardvark to define the key intelligence topics (KIT) and refine the key intelligence questions (KIQ), which would drive a situational analysis. Internal sources of information, expertise and networks across the organisation were mined. At the same time, MindShifts carried out a targeted search for publicly available information, which would add input to the analysis. We also talked to industry commentators and associations, suppliers, competitors and employees in search of information and knowledge.

Through careful analysis, the strategic drivers were now becoming clear, the market and competitive terrain had fundamentally shifted and Aardvark now appeared to be positioned in the wrong place to take optimal advantage from this powerful set of trends. On the basis of this analysis, MindShifts proposed strategies that would move Aardvark to take advantage of the emerging opportunities.

Working with MindShifts, Aardvark was able to move quickly to modify its capability and move into emerging market segments through a new distribution channel with the right sort of product and service offer. Within 12 months, Aardvark had reversed the erosion in market share and was also experiencing strong growth in the new market segments they had entered. Aardvark obtained first mover advantage and its major competitor is now playing catch-up.

MindShifts continues to supply key intelligence and analysis to Aardvark and has now assisted them to develop their own competitive intelligence capability.

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