Objective #1 Identify and analyse direct competitors to Tixserve using a classic competitor analysis model that will inform Tixserve’s short-term competitive positioning and deal winning tactics.
Objective #2 Assess the relevance to Tixserve of each of the BCG ‘Five New Imperatives of Competition’ (Exhibit 1 in the attachment) and identify what medium-term strategic planning steps the company should take, including organisation design, to optimise its commercial future.
Tixserve is a scale-up Software-as-a-Service company that provides B2B next-generation secure and interactive mobile phone digital ticket fulfilment solution to its clients – venues and organisers/promoters of live events – in the global entertainment and sporting sectors.
The overall objective of the research project is to assess the strengths and weaknesses of current and future competitors so that Tixserve can take steps to maintain its current leadership. When Tixserve entered the market in 2017, it had few direct competitors.
Tixserve currently enjoys a number of competitive advantages including
(a) intuitive user experience
(b) security to prevent ticket touting and fraudulent duplication of tickets
(c) reliability e.g. it works offline and
(d) it adds value via the unique m-commerce interactive features of the digital ticket.
However, the size and value of the global market opportunity coupled with relatively low barriers to entry have attracted new entrants many of whom are using blockchain technology.
Tixserve wishes to understand the threat posed by these and future new entrants, potentially including Apple and Google, and what defensive and offensive strategies, including pricing strategies, can be employed to counteract the potential threat. Tixserve is also aware that the nature of competition is likely to change in the medium term as described in the attached Boston Consulting Group a paper entitled ‘The New Logic of Competition’ and the company would like to understand what organisation design and other remedies should be adopted to enable it to prosper in the more complex future competitive environment.