HOW TO CONVINCE THE ARMY TO GET WHAT YOU NEED


FINDING OUT WHAT YOU DON’T KNOW Torough and objective market research will


identify commercial capabilities,


including the capabilities of small busi- nesses, as well as provide for a good acquisition strategy.


In this regard, defense acquisition uses market research to identify and enhance opportunities for full and open compe- tition. Market research, unlike the helicopter debacle discussed above, will expand insight


into the commercial


marketplace, determine how quickly technology is advancing, and obtain data on products, services, capabilities and business practices. Market research contributes toward selection of an appropriate contract type. Award of a fixed-price type contract, for example, may be more appropriate to a contractor that has designed and successfully tested a vertical lift capability, as opposed to a contractor that is just entering that market.


A more focused or in-depth approach to market research may reveal that other defense agencies have awarded contracts for the same capability, affording you the opportunity to share current technology. Finally, market research techniques such as exchanges with industry and commu- nicating with other defense agencies may result in refining requirements in terms of form, fit or function, performance and physical characteristics to align with your agency’s needs.


CASE STUDIES: MARKET RESEARCH AND COMPETITION Your twin daughters have both decided to attend the same college in North Dakota—a long way from home. One daughter concludes that a 2019 Corvette will get her to the college and home again


42 Army AL&T Magazine Winter 2020


EARLY VERTICAL LIFT


Horace T. Pentecost flies in the Hoppi-Copter, a functional backpack helicopter, in October 1948. Three different versions would eventually be developed, but Pentecost was unable to generate sufficient military or commercial interest to manufacture and sell the vehicles. (Photo by Harold Clements/Express/Getty Images)


for the next four years. You’re thinking that, of all the vehicles available on the market, she decides on one of the most expensive and least fuel-efficient, not to mention one that lacks sufficient space for all her clothing. A new vehicle may be expensive, but a ’Vette, in the snow? Your other daughter concludes that the 1981 Volkswagen Rabbit she saw on the internet will satisfy her transportation requirements. You wonder if she really understands what it’s going to take to drive to North Dakota and how in the world she found a 1981 Volkswagen on the internet. Obviously, the twins’ market research was subjective and limited.


Conducting effective market research for personal requirements is unlike that for Army requirements. Te basics may be similar: determining capability, avail- ability, reliability; but Army requirements must not include convenience, personal


preferences or motives. Te quantities of items being procured and their military application place Army market research at a more focused intensity.


Te results of market research should determine if sources are “capable.” Tis may appear logical on its face, but at least three factors should be considered to determine if sources are capable:


1. You must know your requirement.


Just as a 1981 Volkswagen may not endure the North Dakota winters, a single airplane manufacturer may not have the capability to understand a novel military vision of a vertical lift capability. Te team conducting market research needs to understand the requirement in order to focus its efforts effectively.


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