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