Securing Victory for a US Firm Abroad
The Client’s Challenge:
A leading US-based global aerospace and defense firm approached The Cohen Group (TCG) for assistance in competing for a multi-billion contract in Europe. The client entered the competition after two major European firms were already ensconced and had set the tone for the competition to their advantage. The firm requested that TCG assess whether it should pursue the opportunity at all, and if the answer was affirmative, to advise and assist with the pursuit.
TCG advised and helped to coordinate a multi-pronged strategy for the client. TCG worked with the firm to map the decision-making process, identify the key decision makers, and assess the market. TCG also assisted the client in crafting an offset strategy and gaining support for it from the European government as part of the bid.
Working closely with the client’s CEO, TCG’s senior leadership went to the country on several occasions to meet individually with each member of the decision-making team in order to gain first-hand knowledge of the opportunity. These meetings included the Prime Minister, Defense Minister, Finance Minister, Foreign Minister, and Chairman of the Parliament’s Defense Committee. Once the client decided to pursue the bid, TCG’s senior leadership advocated on behalf of the client in several face-to-face meetings over an 18 month period. TCG also designed and executed a complementary multi-part public affairs strategy that overcame negative media stories about the client that the competing bidders had generated.
The strategy paid off as the client successfully came from behind to win the $4 billion contract.