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Competitor Intelligence (CI)

Aart Schalk • feb. 17, 2022

Competitive Intelligence (CI) is the practice of monitoring, gathering, and analysing data on your competitors and industry to make better business decisions. It can help brands identify gaps in their strategies and discover growth opportunities. This article presents the new Linde Consult Competitive Intelligence Dashboard, dedicated to the FP&H industry, and explains why you should start using it right away.  

What is this Dashboard with Competitive Intelligence for the Food Industry?


The Linde Consult FP&H Database has been in development for 2 years now and includes detailed data on the 250+ most prominent OEMs active in segments Poultry, Meat, Seafood, Bakery, Vegetables/fruits/nuts, Beverage and Dairy. The level of detail is unmatched!


Users with access can filter through a treasure of relevant competitor data on e.g. industry segment, company size, revenues, strength of vision, and ability to execute. As well, they can drill down on the product portfolio as marketed by the OEMs and analyse data per processing (sub)step, category, species, to answer specific questions like:


  • Which OEMs offer the best Poultry cut-up & deboning solution? What are potential fits/gaps between product offerings of supplier A, B and C?
  • Which equipment manufactured by a Poultry OEM could also be adjusted cross-segment to fit Meat or Plant based requirements?
  • Which OEMs are strong in onboard equipment for shrimp grading? How does equipment compare on throughput, no. of operators needed, or price? What are strategic groups, and why are they clustered?
  • Which OEMs offer the best End-of-line solutions for the Baking industry,  packing & labelling or stuffing & filling? Are they also present in Poultry, Meat and Beverage segments?


The dataset is growing fast, but at the time this is written is contains 10K+ machines and solutions described and scored on technology level, design sophistication and build quality. You can even view estimated installed base, equipment prices, strategic partnerships, ownership, and M&A activities.


For whom? For everybody!


In the past, primarily enterprise-level companies and industry watchers had the resources to invest in CI like this, but Linde Consult makes it available to companies of all shapes & sizes, and to a much wider user-group:  

  • Executives can use the data to define strategy and roadmap for growth.
  • Sales teams are equipped to fight objections and address pain points.
  • Marketing teams can adjust their messaging to better reach their user personas.
  • Product Development teams can better understand competitors' solutions & models.


Start now!


It has never been easier to start. Once you have access, you can begin taking advantage while the Linde Consult team continues to add OEMs, equipment, and relevant data, ensuring data quality. No need to hire an expensive business analyst or build your own reporting tool. It is all there! 

door Aylin Nedzhib 09 mei, 2022
Q&A with Aylin Nedzhib from MeatingPoint Magazine - April 2022
16 aug., 2021
Now available: The 2021 FP&H Food Processing & Handling OEM Research Report and Competitive Landscape. The 2021 report includes even more value than last year’s report. We added more insights about market size and market dynamics, and we received a significantly larger number of responses to the survey that was extended with several relevant questions about trends, challenges and future outlook for the Industry. Key questions answered: Who are the ~130 key manufacturers of slaughterhouse & food processing equipment? What is their size (no. of employees, turnover)? What is their position in the Competitive Quadrant (leader, challenger, visionary, niche player)? How strong is their equipment offering in the various segments of the value chain? Filter on Primary, Secondary, Further processing / Value-add, Software, End-of-line equipment. What is their relative competitive strength, categorised per industry segment, (sub)process? What will the food processing equipment manufacturing market look like by 2030? What are the key market trends in industries Poultry, Meat, and Seafood? What is driving these markets? What are the challenges to market growth? What's included in my purchase? Access to full written report Full PPT slide deck Full PDF report Power BI report with tables, graphs, lists and various filters. Access to updates of the report within the year. Need a customization to the report? An analysis of a certain OEM or market segment? Or perhaps you are looking for a Prospect List of FP&H equipment buyers ? Contact us to discuss the possibilities! Click here to read more and order your copy of the report now.
door A. Schalk 25 jun., 2021
Good market intelligence can be the banks to the river, the lamp to the fire and the ravine to the rockslide. This case study describes how Linde Consult supplied a Food Processing & Handling Equipment OEM with the right market intel and prospect lists to catapult their sales.
door aart.schalk 23 okt., 2020
Digital Services Design for Equipment Manufacturing Companies
door aart.schalk 23 sep., 2020
Early 2020, Linde Consult started an extensive research project with the objective to create a full insight in the competitive landscape of the 100 most prominent manufacturers of food processing & slaughterhouse equipment in the industries of Fish, Meat and Poultry ( see here ). Research results Besides describing, analysing and presenting conventional market data such as company size, turnover, number of employees, product portfolio and head quarter location we mapped the relative competitive power of the big-100 (using strength of vision, and ability to execute as coordinates) and presented current trends and challenges that influence how manufacturers develop their business. The research results are in fact the recipe for growth in the food processing equipment manufacturing industry. How trends influence growth One of the main findings of the research are that currently, technological and economical mega-trends affect the Food Processing Equipment Manufacturing Industry most. Political, Sociological and Environmental trends also play a role but have less impact on growth so we focus on technologic and economic trends in this how-to-guide. Factually, trends have the power to influence a whole industry, forcing the complete set of competitors into a certain direction with regards to product & business development. Not surprisingly, the technological trend has a big impact on the equipment manufacturers thanks to new Industry 4.0 functionality becoming readily available, and thanks to customers now demanding more digitalisation and automation in products, services, and solutions that are a combination of both products and services. This drives the development of connected ‘smart’ equipment. I  n parallel, the economical trend drives manufacturers to develop new business models with focus on outcome-based services that have become available and deliverable with the new technologies they developed as a result of the technological trend. Combining the two strongest trends (blending new technology-driven services with a new service-delivery business model) is currently the juiciest recipe for growth in the Food Processing Equipment Industry. How can your manufacturing business drive growth? What can you do right now to capitalize on these new insights? How can you drive growth? To follow the technological trend, think about starting initiatives around integration of smart sensors in critical parts and equipment; connecting client-site equipment to the internet; and collecting, analysing and enhancing big data from Installed Base to name a few. To follow the economical trend, think about how to adapt or develop your business model so customers pay for a service contract including SLAs (service level agreements on uptime, performance, and outcomes); explore leasing of equipment instead of selling it; and investigate how you could provide valuable data & knowledge to your customer with dashboards showing enhanced data on uptime & performance; applying data mining and algorithms to find and predict patterns on e.g. wear & tear of critical parts; and development of new remote service capabilities and pricing strategies. Of course, changing your organization is never easy and you should prepare for a lot of strategy work and fulfilling prerequisites. Don’t let it stop you! Start to identify your low hanging fruits and go from there.
door aart.schalk 31 mrt., 2020
Service providers are going through a difficult period now that the SARS-2 Corona Virus spreads the earth, wreaking devastating havoc. Never before was remote Service so important. Remote service providers around the world are bracing for a tremendous increase in demand: Customers will use the internet to order goods & services as much as they can, staying away from physical human interaction. How does this affect the manufacturing industry? How can you (the manufacturer) make the best of the situation? A few thoughts. Impact on Service in the manufacturing industry Despite lots of automation, the Service departments in the make industry are run by people, our most valuable resource. Think about Service Planners, Technical Support Engineers and Field Service Engineers who maintain & repair equipment out in the field and assist users with their issues via telephone, e-mail, chat, and VR equipment. Currently, all those people are very limited in their freedom to act due to the world-wide effort to control the virus. They are infected, have sick relatives they need to care for, or are not allowed to travel (in some countries not even out of their homes). The domino effect has turned the stock market into the red sea, which in turn affects the ability of companies to finance themselves and continue with various initiatives and will have more social and economical impact than any other event in the past 50 years. Next on, we may expect rigorous changes where manufacturing companies swiftly adjust to the new reality and shift field work to remote service. Governments will want to ensure that crucial machinery (e.g. in the medical sector, food industry, and power-supply, utilities) continues to run properly and new regulations and legislation may be expected. If you are in manufacturing, now is the time to act! How can you deal with the situation? First task on your to-do list (besides ensuring the safety of your workforce obviously) is to find out where you stand with your organization. How mature is your Customer Support Center and your E-commerce process / system? How quickly can you fit your Installed Base (equipment out in the field) to be ready for full remote service and automated parts ordering? Can you quickly enable field service engineers to handle remote service jobs? What are the costs and benefits? Also, re-evaluate where your competitors stand because the ones that are a little ahead in the game might just be the ones to survive and become market leaders. Secondly, define a short-term and long-term plan. On the short term (next 1 - 3 weeks) focus on your people and their health so they can keep the business running. On the longer term (next 2 -12 months) you should plan to totally transform to a fully automated remote service organisation. How can you scale up your Remote Service? To scale up remote service at the expense of onsite service, your equipment, organizational set-up (infrastructure) and technological processes need to be ready for it. Pick the low-hanging fruits first. Let's be honest - we cannot transform the complete global service organization overnight. But we can define the steps, prioritize them, and start improving. An easy first step could be to extend your internet connections and expand authorizations and licenses so people can work from home. Perhaps your customers want to help you to install those remote connection devices if you sent them. Doing the right things, in the right order, at reasonable speed is the essence here. As a concluding remark: There is always opportunity in chaos. It is up to you to keep calm and make the best of the situation. If you need any help defining your key strategy, feel free to reach out!
door aart.schalk 06 apr., 2019
In the Manufacturing Industry, Service is King; in fact, Service is the backbone of the manufacturing organization, adding value to the bottom line through high margins on spare parts, service products and contracts. If it isn't, something is wrong and you need to fix it. Let´s start with explaining why Service should be the backbone of your manufacturing business. Customer Relationship First reason is customer relationship: While your Sales Organization initiates the business relationship with a customer only once (closing the deal might take 12-16 months), your Service Organization will continue to grow and foster that relationship after the deal was sealed, for many years to come. If your customer spent 1 million EUR to buy your equipment initially, it is likely that over the next 10-15 years (depending on equipment lifetime) this customer will spend at least 1 million EUR more on maintenance, spare parts, consultancy/training, and break/fix services to keep it running optimally. The cost of sales of selling the Service Products is much lower than the cost of selling equipment initially. In particular if the customer has bought a Service Agreement where they pay a fixed amount for parts and services. Margin Second reason is margin: The average margin on sales of OEM spare parts, according to bench-mark data from McKinsey, is around 25%, while the margin on the initial sale of equipment is much lower (around 10%). So for every euro invoiced by Service, around 50 euro cent adds to the profit. There is a caveat here - this only works if your customers don't buy pirate parts online, or at the hardware store on the corner. It is recommended to offer parts in optimized (modularized) packages, preferably also via a Service Agreement so you can plan ahead in time on manufacturing & delivery. Economic Cycle Third reason is economic cycle: In times of economic upswing, investments in new equipment are high because borrowing money is relatively easy and cheap.This is very good for Service organizations in the manufacturing industry, as they typically source installations of new equipment in factories. In times of economic recession, businesses hold back on major investments, such as buying new equipment. They rather spend money on repairs and maintenance (Service hours and Spare Parts) to get the best performance out of their initial investment. This is also good for the Service organization for the obvious reasons. Conclusion Concluding, whatever the economic situation, there is a steady demand for Service and Spare Parts. If your Service Organization has the correct set-up of processes, people, and systems it will be the backbone of your business, adding considerable profits to the bottom line. If not, there are several actions you can take to fine-tune the above mentioned variables.
door aart.schalk 20 dec., 2018
Have you ever wondered how large (multinational) organizations ensure that their most important business initiatives are supported by the correct IT solutions? How do they choose the right priorities and sequence of IT projects if there are dozens of topics on the list? Since you read this article, your business is probably already well organized but you want to optimize the cooperation between IT and the business, am I right? I expect you have great specialists, clever Business Process Owners and busy managers that make sure all the projects on your road map are professionally covered. As well, you presumably have an IT department that makes sure all IT maintenance and governance are in fairly good shape. However, how do you convert the most important business requirements towards IT into successful solutions that benefit colleagues, customers and the so-called bottom line? This is where many companies struggle, especially when there are many business units that all have their own processes and systems. Here are five handy pointers that can help you to link your IT & Business needs effectively and efficiently. 1) Adjust your Organizational Structure Consider establishing a dedicated department where all global processes are maintained with correct master data definitions. When that is in place, you can start routing all business initiatives with IT components to pass through it via e.g. a global initiative list, along with descriptions, definitions, a business case, KPIs and a scored priority. When done, you’re all set up for the next step: The Linking Pin. 2) Install the ‘Linking Pin’ The next step is appointing one or more IT Business Partners, who will function as ´linking pin´ between your functional domains and your IT department. Some companies make do with only a few business partners while others have a need for many. These key people typically work in the Business Services department or in the IT organization – whatever works best for you. The IT Business Partner(s) will take care of one or more functional domain(s). They know the business- and IT stakeholders in that area, the business processes, the applications that support these processes, issues and the improvement areas. He or she is the go-to person for people on both sides, building the bridge between Business and IT, and then crossing that bridge every day back and forth! A known pitfall is to have a business partner with too many different functional domains and hence too many stakeholders and initiatives to manage. So beware of that. Most important benefits of having dedicated business partners visualize in strong communications, alignment and agreement. 3) Establish Key User Groups and Decision Boards Your business partners will make sure that on the business side there are Key User Groups consisting of people that actually 'push the buttons´. Key users are one of your most valuable assets when it comes to defining business requirements, execute user acceptance tests, drive implementation and training of colleagues on new functionality or processes. Each functional domain should have a decision board (DB), consisting of a few managers only that can decide which initiatives get highest priority and are therefore processed into actual IT projects; and which ones will not be worked on. The business partners should ensure that the decision boards meet regularly to review and score the initiatives that made it to the priority list. The most important benefit of the KUG and DB for your organization is that only the most important initiatives (those that are in line with mission, vision, strategy; have a positive business case; matter most to users and customers) will be worked on. A known pitfall in many companies is that business people over shouting others consume most of the available (IT) resources for system changes or enhancements that do not necessarily benefit the company as a whole. 4) Organize Portfolio Management When all of the ideas for projects, new functionality and changes to current systems have gone through the IT business partners you end up with a reliable project list that all stakeholders agreed upon with regard to content, timeline, costs, benefits and deliverables. Imagine how little discussion you will have throughout the company when all bases are covered! Your portfolio manager will only recognize projects and changes that come in via the defined channel and disregard anything else. 5) Implement effective Project Management With your business processes managed and the business partners in place, it is now time to ensure that the prioritized list of initiatives needing IT input is actionable and that functionality is delivered according to requirements. Agile Scrum teams can do a great job here, working with resource- & project managers. Extra tip: Prince2 or similar is a great method for project management of IT projects as a whole. Good luck!
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