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Competitive Intelligence
1.
2. 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.”
4. 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
7. 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?
8. 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
9. Challenge 1: Aligning Key Intelligence Topics (KITs) to the company’s
strategic
priorities (19%)
Challenge 2 : Capturing the competitive information held by your
company’s
employees (20%)
Challenge 3 : Incorporating competitive intelligence insights into the
company’s
revenue-generating activities (11%)
Challenge 4 : Creating and/or managing a portal to centralize CI-related
information for the company (16%)
Challenge 5 : Developing a methodology for identifying emerging
challenges (12%)
Top 5 Competitive Intelligence Research
Challenges
10. Tools for performing CI
Keyword Research and Tracking
Media Monitoring
Key Word Feeds
Online or Traditional Clipping Services