Nov 1, 2013 (3 years and 7 months ago)


The Pocatello division of ON Semiconductor (Nasdaq: ONNN) specializes in the design and
manufacture of custom, application specific integrated circuits. They serve the automotive,
medical, industrial and military/aerospace markets. ON is a premier supplier of high
performance silicon solutions for energy efficient electronics. ON operates a world-class, value-
added supply chain and a network of manufacturing facilities, sales offices and design centers
throughout North America, Europe, and the Asia Pacific regions.
ON has a successful track record with existing and repeat customers. However, the need to
grow required answers to questions about how to win new business. Two of those questions
included: What information on our key competitors is available, and how can we use that
competitive intelligence to increase our chances of winning a bid in the future? Bengal
Solutions was asked to research and report competitive insights.
The Bengal Solutions deliverable included a 40 page report with insights into 12 key
competitors and website analysis. They also provided a file with source materials so the
information could easily be duplicated and communicated within ON.
As ON further refines and implements their growth plan they now have a
reference guide about competitors, website design, and positioning recommendations.
Paul Pulley, Product Marketing Engineer, reported,
“I am impressed with what they gave us. The key benefit was being able to
outsource this project to Bengal Solutions. This saved us time. The Bengal Solutions
project serves as a good starting point to move the marketing plan forward. It
also serves as a quick reference guide. In the past week we had a question about a
competitor come up and we turned to their report. In the future we will reference
their research to analyze competitors. When we update our website that report is the
first place I am going to look for ideas.”
“The initial concern
we debated was, ‘Can
a team of MBA stu
dents help us answer
questions without be
ing technical experts
in our business?’
I am impressed with
what they gave us...
Much of what they
did is a foundation
on which we will
build. We will stand
on their shoulders to
take our competitive
analysis to the next
Paul Pulley, NPDP
Product Marketing Engineer
Mixed Signal ASICs
ON Semiconductor, Inc.
June 2011
Bengal Solutions offers low-cost consulting services to local businesses. It is a vehicle for
the Idaho State University College of Business’ mission to stimulate economic growth
in Southeast Idaho. If your business is interested in engaging Bengal Solutions and the
E-Center, call Sam Peterson, MBA at (208)282-2966 or email petesam@isu.edu.
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