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Competitive Landscape Analysis

Markets and Commercialization


Workshop

6-8 h

10-15

Competitive Landscape Analysis

This workshop is designed to support RDI project teams in understanding the competitive landscape crucial for the successful commercialization of their innovations or Key Exploitable Results (KERs). In this workshop, you will evaluate the competitive environment, identifying key competitors and their strengths and weaknesses, and develop strategic insights to position your innovation effectively in the market.

The purpose of this workshop is to support RDI teams in understanding the competitive environment for their innovations or Key Exploitable Results (KERs). Porter’s Five Forces Analysis adds depth to the market analysis by examining the competitive pressures. It builds on the market insights to understand the industry’s structural forces. Competitor analysis provides a micro-level view of specific competitors and their strategies.

By using Porter’s Five Forces Canvas, participants will analyse the competitive landscape. This analysis will help in developing robust business ideas or business cases for the commercial exploitation of their innovations.

Project/TRI representatives and diverse stakeholders and partners already familiar with the theme from academia and industry (e.g. business development professionals, marketing teams, innovation managers). Ensure a mix of perspectives, expertise, and roles within each sector.​ Works best with a group of 10-15 participants.

 

  1. Pre-Workshop Preparation by the Facilitator
    • Gather Initial Data: gather the most recent and relevant data for each section of the canvases.
    • Fill Preliminary Canvases: Populate the Porter’s Five Forces and Competitor Analysis canvases with the gathered data. Ensure each section has substantial information to provide a solid foundation for the participants.
    • Validate Information: Cross-check the data with multiple sources to ensure accuracy and reliability.
  2. Organise a workshop of about 6 – 8 hours with the necessary participants.   ​
  3. Group work 1: Porter’s Five Forces Canvas:
    • Divide participants into small groups (4-6 people per group)
    • Briefly explain each component of the Porter’s Five Forces canvas:
      • Threats of new entrants
      • Bargaining power of suppliers
      • Bargaining power of buyers
      • Threat of substitutes
      • Industry rivalry
    • Each group reviews and discusses the pre-filled Porter’s Five Forces canvas, focusing on the factors relevant to their specific RDI project
    • Groups validate the pre-filled information and gather additional data.
    • Encourage critical thinking and discussion within groups to interpret the data.
    • Groups refine and complete their sections of the canvases based on the additional insights gathered.
  4. Group work 2: Competitor Analysis Canvas
    • Briefly explain each component of the competitor analysis:
      • Identify Competitors: Identify direct and indirect competitors within the market.
      • Competitor Strengths and Weaknesses: Evaluate the strengths and weaknesses of these competitors.
      • Competitive Positioning: Determine the competitive positioning of your innovation relative to existing products or services.
    • Each group reviews and discusses the pre-filled Competitor Analysis Canvas, focusing on the factors relevant to their specific RDI project
    • Groups validate the pre-filled information and gather additional data.
    • Encourage critical thinking and discussion within groups to interpret the data.
    • Groups refine and complete their sections of the canvases based on the additional insights gathered.
  5. Presentation of Findings
    • Each group presents their Porter’s Five Forces and Competitor Analysis and refined findings to the whole workshop.
    • Discuss how these findings should be considered in the business idea development
    • Allow time for questions and feedback from other participants to discuss and challenge the insights.​

 

  • Integrate the findings from both the Porter’s Five Forces and Competitor Analysis into a comprehensive view. Develop business ideas or create a business case for the commercial exploitation of their innovations or KERs, leveraging the integrated analysis. Focus on how these strategies can leverage opportunities and mitigate threats to maximize commercial success.
  • Compile the Porter’s Five Forces and Competitor Analysis and business ideas/cases developed by each group into a comprehensive report.
  • Distribute the report to all participants for future reference.
  • Encourage each RDI project team to develop a detailed action plan for commercialization based on their Competitive Landscape Analysis.
  • Schedule a follow-up workshop to focus on SWOT Analysis and/or Technology Integration Analysis.

 

By starting with the broader market view, then analyzing competitive pressures, and finally focusing on individual competitors, you ensure a logical flow of analysis that builds a comprehensive understanding of the market and competitive landscape. This structured approach helps participants create a robust business strategy for the innovation.

  1. Clear Communication:
    • ​Clearly communicate workshop objectives and agenda.​
  2. Facilitator Expertise:
    • If possible, employ a skilled facilitator with business development experience.​
  3. Time Management:
    • Allocate sufficient time for each workshop step.​
  4. Capture Insights:
    • Document key insights of the discussion. This can prove useful in the follow-up work.