2. Data, information and intelligence
Data- Unrelated pieces of information
Information- Increase knowledge derived by
understanding the relation of data.
Intelligence- Organizing information to fully
appreciate the implication and impact on the
organisation.
3. Competitive intelligence
A systematic and ethical program for gathering,
analyzing, and managing external
information that can affect your company's
plans, decisions, and operations.
4. Can’t be fully automated
Competitive Intelligence requires old fashioned
analysis and filtering, somewhat like a
detective who wants to solve a case- you can't
automate the insights derived form C.I. It
takes very intense and serious focus in a very
short period of time.
5. Human factor
Regardless of the tools businesses use, the
single indispensable element to C.I is the
human factor : the smart experience and
instinct that can turn huge collection of dead
facts into live intelligence that plays a central
part in making business decisions
6. Importance of Competitive
intelligence
1. Sources of best practices
2. Strategy formulation and strategic analysis.
3. Isolates performance gaps in relation to
competion.
4. Helps areas of improvement risks threats
opportunities.
7. Competitive intelligent should answer :
1. How is the competitor XYZ is able to grow and
capture market share.
2. What new products will competitor ABC develop
and when will release this products.
3. What are the core competencies of competitor
DEF?
4. Can we compete with new business lines or should
we acquire another company to establish our market
share.
8. CI should include tracking
– Competitors
– New technologies
– Market trends
– Government regulations
9. Categories of Competitive Intelligence
• Market Intelligence
– Industry level information on
• Trends
• Government regulations
• Geopolitical issues
• Partner Intelligence
– Monitoring activities of
• Company’s major suppliers
• Strategic partners
• Competitor Intelligence
– Detailed monitoring & analysis of
• Key competitors
• High-level scans of other competitors
• Ongoing identification of new entrants
• Technical Intelligence
– Monitoring advancements of
• Technical developments
• Customer/Prospect Intelligence
– Determining & monitoring
• Key internal influences
• Budget cycles
• Key focus areas
10.
11. Tools of C.I
1.Environmental mapping - five forces model.
2.Organisational Appraisal
3. Market Research
4. Benchmarking -Imitating the industry leader,
comparing resource, capabilities, processes
strategy at the industry best practices
5.Four Concerns analysis
