Case study Brand Strategy for an article by Octopus Intelligence. We isolate your problems, reduce risk and uncertainty and deliver intelligence-led answers and innovative solutions. Dedicated to help you win. 11

Competitor producing poor equipment

“unhappy with cheaper Chinese imported products.”


A major UK defence communications PLC.


Military defence manufacturer
Competitors analysed
Struggling rival
New sales opportunity


A leading UK military communications PLC wanted to know its competitors better. It was losing business to new market entrants, who the company believed were working on too many products. So, they wanted to know its rivals’ financial position and, also, which products were making them money.


So, Talking to customers, industry insiders and others, Octopus discovered many customers had moved to a Chinese supplier. But, they had been let down with the amount of products they were supplying. Customers weren’t happy and were returning products at an alarming rate. Then, Octopus produced a report revealing that while the competition may look strong, but they were actually struggling to find parts to build their kit.


Our client now knew it had a weaker defence competitor than it realised. Therefore, had an open door to sell its products based on the values of guaranteed quality, as well as reliability of supply.

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