Company acquisitions inevitably involve the payments of fees to advisors. Their input frequently concentrates on financial aspects (and may be very expensive).

We have noticed that the marketing aspects of acquisitions may be ignored, yet marketing acquisition studies:

• cost very little
• can add much to the understanding of the target.

A well planned acquisition study:

• positions the target and its products/services in the market in which it operates
• gauges attitudes of customers and potential customers
• determines the strengths and weaknesses of the target
• evaluates opportunities and threats (to complete a SWOT analysis)
• digs for “dirt” and rumour and uncovers the unexpected.

Even when an acquisition is a foregone conclusion a marketing acquisition study can:

• produce information that aids the negotiation (and perhaps give justification for a lowering of the offer price)
• provide indications of the scale of the task in making good the target’s deficiencies that will be necessary after the takeover is complete
• increase confidence in the desirability of the acquisition through confirmation of key claims.

Invicta Industrial can find the target.

• Here we will search for and research companies that fit the desired criteria of an acquiring company
• To gauge initial interest in an offer, the principal of Invicta Industrial has made the first approach on behalf of clients to owners of target companies.