Maintaining Leadership in a Challenging Competitive Landscape
A global life sciences leader held a strong position in a well-established product category, with generations of successful products maintaining market leadership. However, the competitive landscape had become increasingly challenging. Overseas competitors drove significant price erosion, while local competitors heightened innovation pressure. The company faced a critical decision: pursue price-based competition, focus on innovation, or adopt a mixed strategy.

Using Strategic Analysis to Define the Path Forward
To address this, the company undertook a strategic analysis using a game-theoretical approach. Senior management worked collaboratively to outline potential paths forward, identifying the barriers to each choice and the conditions required for success. These barriers were validated through in-depth consultations with customers and industry experts, ensuring that the strategy was rooted in market realities.

Developing a Go-to-Market Strategy Aligned with the Decision
Once the decision was made, a comprehensive go-to-market strategy was developed, including a short- to mid-term innovation roadmap to guide the product category’s evolution. The value proposition was revisited and designed to adapt over time, reflecting the strategic direction. A pricing strategy was also crafted to account for monetization opportunities and value-based pricing, ensuring profitability while maintaining competitiveness.

Securing Leadership Through a Balanced Strategy
This initiative provided clarity on the company’s path forward, balancing innovation and price considerations to secure market leadership and profitability in an increasingly competitive environment.