Competitive Intelligence Driving Change Throughout a Major Food Company
Using Zepol's TradeIQ™, a food company was able to track both competitors
and suppliers, allowing it to fend off a rival and generate millions in new revenues.
A major food company had a dilemma; its main competitor was consistently beating
it to market with new revenue-generating products. It would hear rumors that the
competitor had a new product in development, but could never confirm it in time
to launch a timely alternative. By not being first to market, the company missed
out on millions in lost revenue. When its competing products hit store shelves,
the buzz had worn off and the product lifecycle was already maturing.
In today's marketplace of product lifecycles that are measured in quarters rather
than years, the food company needed to know what its competitors were doing before
it went to market. All it knew for sure was that the competition was sourcing outside
of the United States. It needed hard evidence from a primary source. Only with extra
time could the company ensure that its competitor would not be first to market again.
The food company turned to Zepol to provide it with the trade data it needed. While
other vendors claimed they could provide the most up-to-date information available,
Zepol proved it by showing what the main competitor had imported within 3 days of
its arrival. During the free online demonstration, the company learned how easy
it was to track what a competitor was doing on a daily basis when the U.S. Customs
trade data is coupled with Zepol's user-friendly trade data tool.
Once it decided that Zepol's TradeIQ™ was the right service, other uses
began popping up throughout the company. Marketing wanted information about market
shares of internationally sourced products. Sourcing wanted to find new suppliers in
emerging markets to lower costs and diversify supply chains. Soon, Zepol's
TradeIQ™ became a must have for every department involved in international
Not only had Zepol helped the company fend off a rival and generate millions in new
revenues, the return on investment from TradeIQ™ continued to improve as
the company developed new uses for the service. TradeIQ™ allows for
subscribers to add new user licenses to their already competitively priced
Below is a sample Bill of Lading that can help identify if a competitor is importing
prototypes for a new product.
This food company utilized the easy-to-use saved search functionality in
TradeIQ™ to regularly track both competitors and suppliers. By frequently
checking saved searches, it was able to find suppliers importing products to potential
competitors while staying on top of its current competitors' activities.
The company used TradeIQ™ effectively by identifying a list of potential
suppliers from around the world. In case of unexpected events (labor strikes, natural
disasters, and political events), it was able to shift production quickly, staying two
steps ahead of competitors.