Hawraf - Competitive Analysis

Hawraf takes an interesting approach when considering the competition that is approaching a similar brief to ensure that they offer a point of difference that the competition can not. This is something I include in my process of creation within research. Although the research is done in a looser context, rather than having a set table that would allow me to strategically approach it, I more approach the context that I think would be relevant to the brief itself. Through adopting this method it would strengthen my research process and allow me to give the client something superior to their competitors on a scale that can be translated across any brief for any industry.

Questions Asked: The benefit 

• What does the sales process look like? Allows the studio to create an innovative technique that will grab the attention of the client and allow for an overall unique pitch that will more likely hold the minds of the decision makers.
• What channels are they selling through? How is the competition getting their product out there, assessing if they're missing a niche in the market which the current client could take on and adapt to? Therefore reaching a larger audience or tapping into the audience of the competition and therefore gaining their attention, and in the long run loyalty in comparison to the competitions.
• Do they have multiple locations and how does this give them an advantage? What locations are theses, and how can you offer the client a solution to tap into that location market, combatting the competition in areas they thought they were exclusive to them. Which then leads to a question of how can the work be presented in that area, giving the possibility of different outcomes. 
• Are they expanding? Scaling down? This gives the studio the possibility of looking at either combatting the growth of the competitor in a way that directly tackles the competitor's project. If they're scaling down, it gives the consideration of how they can capitalise on the new gap in the market. 
• Do they have partner reselling programs? If the competition has a reseller how do they let the partner present the brand, how much flexibility does the brand allow for giving an idea for how flexible this brand also needs to be. 
• What are their customers' reasons for not buying? Gives the opportunity to expand the research with a further survey, giving the opportunity for first-hand research. 
• For ending their relationship with the company? What reasons would a consumer have to leave a brand/service and how can visual language and strategic approach combat this. 
• What are their revenues each year? What about total sales volume? How can this be pushed for gradual progressive growth, what are the targets of the client to grow over the next annum.
• Do they regularly discount their products or services? How diluted does the brand become when products are discounted, or is this part of the business controlled to a level where brand visual integrity can remain post-sale. 
• How involved is a salesperson in the process? In what way is human interaction of the process of selling, how reliant is the brand on e-commerce and selling through the sole aid of visual aids.