Competitive Intelligence
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Transcript of Competitive Intelligence
COMPETITIVE INTELLIGENCE
What is CI ?
*CI is defined by the Society of Competitive Intelligence Professionals (SCIP) as “the process of enhancing marketplace competitiveness through a greater -- yet unequivocally ethical – understanding of a firm’s competitors and the competitive environment.”
Do we Really Need ?
COMPETITIVE INTELLIGENCE
Why CI ?
o Predict competitor’s next action
o Exploit their weaknesses
o Undermine their strength
o Blow up threats against them
o Undercut their opportunities
Competitive Intelligence Model
Intelligence
Information
Data
Organize
Analyze
Does CI becoming more of a Corporate Intelligence ?
CI Has Always Been About Better Decision-Making
• Strategic Decisions– What business are we in and where are new opportunities
for growth?
• Operational Decisions– How do we structure those business units to most effectively
compete for and win market share?
• Tactical Decisions– Which customers are available to us and how can we
convince them to select us over functional equivalents?
Corporate Implication Priorities of CI
Current Competitor Activities and Strategy Monitoring
Operational Performance Benchmarking
Product/Service Sales and Marketing Support
Possible Futures Movements
Intellectual Property Exploitation and Protection
Mergers & Acquisitions and Investment Support
Long-Term Market Prospects & Spotting Weak Signal Blind spots
Counter-Intelligence & Information Security
Executive Decision-Support and Competitive Strategy Planning
Challenge 1: Aligning Key Intelligence Topics (KITs) to the company’s strategicpriorities (19%)
Challenge 2 : Capturing the competitive information held by your company’semployees (20%)
Challenge 3 : Incorporating competitive intelligence insights into the company’srevenue-generating activities (11%)
Challenge 4 : Creating and/or managing a portal to centralize CI-relatedinformation for the company (16%)
Challenge 5 : Developing a methodology for identifying emerging challenges (12%)
Top 5 Competitive Intelligence Research Challenges
Tools for performing CI
Keyword Research and Tracking
Media Monitoring
Key Word Feeds
Online or Traditional Clipping Services
Competitive Intelligence Solution Providers
Digimind
clearCi
Cipher
CI Radar
Comintelli
Thanks