Unformatted text preview: and industry, etc., and in some cases social associations such as country clubs.
The medium-level houses are generally area speciﬁc or function speciﬁc, and are not easily able to
leverage their business through distribution.
4.3.3 Competition and Buying Patterns
The key element in purchase decisions made at the Acme client level is trust in the professional
reputation and reliability of the consulting ﬁrm.
4.3.4 Main Competitors
1. The high-level prestige management consulting:
Strengths: International locations managed by owner-partners with a high level of
presentation and understanding of general business. Enviable reputations which make
purchase of consulting an easy decision for a manager, despite the very high prices.
Weaknesses: General business knowledge doesn’t substitute for the speciﬁc market, channel,
and distribution expertise of Acme, focusing on high-technology markets and products
only. Also, fees are extremely expensive, and work is generally done by very junior-level
consultants, even though sold by high-level partners.
Page 8 SAMPLE PLAN: ACME CONSULTING 2. SP1.11 The international market research company:
Strengths: International ofﬁces, speciﬁc market knowledge, permanent staff developing
market research information on permanent basis, good relationships with potential client
Weaknesses: Market numbers are not marketing, not channel development nor market
development. Although these companies compete for some of the business Acme is after,
they cannot really offer the same level of business understanding at a high level. 3. Market speciﬁc or function speciﬁc experts:
Strengths: Expertise in market or functional areas. Acme should not try to compete with
Nomura or Select in their markets with market research, or with ChannelCorp in channel
Weaknesses: The inability to spread beyond a speciﬁc focus, or to rise above a speciﬁc focus,
to provide actual management expertise, experience, and wisdom beyond the speciﬁcs. 4. The most signiﬁcan...
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