The challenge
The opportunity represented a strategically significant radar program for the US Navy, attracting attention from multiple established defense players. The client faced uncertainty around shifting technical requirements, diverse stakeholder interests, and competitive dynamics. Key challenges included identifying and engaging the right decision-makers, interpreting unspoken customer concerns, and developing a strategy that clearly differentiated the company’s solution. Success required not only strong technical capabilities but also a nuanced understanding of the customer environment and procurement process.
The solution
The client needed a structured approach to understand customer priorities, shape perceptions, and refine its capture strategy. A multi-phase engagement was launched to map key Navy and Department of Defense stakeholders and influencers, interview current and former customer representatives to project future radar requirements, and gather voice of customer feedback to assess market perceptions.
These insights formed the foundation of a comprehensive customer shaping and capture strategy. The final recommendations included prioritized engagement targets, tailored messaging aligned to mission priorities, and guidance on marketing, teaming, and pricing approaches. Together, these elements enabled the client to influence the pursuit early and strengthen its competitive edge.
The results
With BCE’s strategic guidance, the client refined its pursuit plan and executed focused customer engagement efforts. The company aligned its communications and value themes to address stakeholder priorities and hot-button issues, establishing credibility and trust within the Navy acquisition community. As a result, the client was selected for a sole source contract award for the US Navy’s next-generation surface radar program, securing a decisive competitive win.
