Karen Weitkämpfer, Katja Braun, Christian Irlbeck and Michael Rainko have supported OPAL with an INTEGRA Inside the Venture project. The objective of the consulting project was to conduct a competitive analysis and develop a customer value proposition for OPAL. In particular, the project included:
Competitor Analysis
- status quo analysis
- competitive intelligence (CI) based on detailed market research
- validation of scoring criteria
- rating the degree of similarity and competition intensity according to a developed scoring system
- mapping the most relevant competitors from long list to short list
- comparative competitor portraits and spider diagrams across dimensions of analysis
- deriving implications for the creation of a customer value proposition
Customer Value Proposition
- analysis of current value propositions based on the market research
- formulation of OPAL’s strengths suitable for a value proposition
- ranking these value propositions by economic opportunity
- implications for branding and marketing
- implementation planning
The project was conducted in Fall Term 2014.
We thank INTEGRA e.V. for the excellent project and their great support!
