Haniel is a family-equity company from Duisburg with over 18,000 employees in portfolio companies with diverse business models.Within the Haniel group, newport.takkt is focused on digital B2B commerce and active in various verticals ranging from office furniture to innovative display solution and even cooking & catering supply and equipment. Newport has prepared this challenge together with Schacht One, Haniel’s digital innovation unit. The focus of the challenge is the area of commercial cooking & catering equipment, however the outcome will be highly interesting for the whole Newport group.
In the past, B2B commerce was based on personal relationships and trust built over a long period of time. Today, entry barriers are dissolving and the challenge of disruption is more prominent than ever. New technologies, innovative products and aggressive startups can be disruptors to the business. To stay ahead of the game, it is essential to identify new developments in the market landscape as quickly as possible. A monitoring solution is needed, which combines relevant available public data sources into a single visualization. It will be used as primary information system to monitor established and new competitors, product portfolios, and markets by various key users: Newport’s Managing Director (MD), its Business Development Team, and MDs of Newport’s business units. It will further be the foundation for the evaluation of new markets, investments, and even category strategy.
The goal of this use case is to provide a software solution that visualizes upcoming competitors, category trends, and marketing developments (i.e. overall market change) in selected markets (e.g. Spain,Germany, Italy). Possible early indicators for a market change can be:
● massive change in online marketing spending by a competitor (e.g. higher google ad spends) on selected products or product segments
● change in the product portfolio of a competitor (e.g. new ad words campaign)
● new companies aggressively entering the marketing
● better online visibility through SEO
● it is expected that you identify additional indicators to keep track of important market developments
Your solution will identify all competitors within a selected market by using public online datasources. It will be able to list,compare, and visualize product portfolios of commercial cooking & catering equipment. As a starting point you will receive a dataset with all products of Newport’s cooking & catering equipmentbusiness. A project duration of approximately 3 months is expected.