This presentations shows powerful processes, tools and practices that can be used to perform competitive intelligence tasks effectively in order to determine the competitive position of a company and eventually to gain competitive advantages. It includes main tasks and interfaces of competitive intelligence and explains some important procedures of strategic as well as tactical competitive intelligence such as sector analyses, company and product comparisons and how marketing campaigns can be derived by using those information as input.

1. 04.06.2015
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Competition Analyses
In Industrial Practice
Strategic Marketing Practices

2. 04.06.2015
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Competition Analysis
Content Overview
Part 1: Functions of Competition Analysis
 Targets of Competition Analysis
 Tasks of Competition Analysis
 Deliverables, methods and tools of Competition Analysis
Part 2: Competition Analysis as management instrument (Strategic Competition Analysis)
 Branch and industry analyses
 Strategy, performance and market share comparisons
 Competitor profiles
Part 3: Competition Analysis in operations (Tactical Competition Analysis)
 Product assessments and comparisons
 Product positionings (Quick Reference Guides / QRG and Battlecards)
 Inputs for marketing campaigns (traps & attacks, position papers)
Part 4: Introducing Competition Analysis into companies
 The process of Competition Analysis
 Elements of a Competition Analysis system
 Approaches to introduce a Competition Analysis system

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Functions of Competition Analysis
What is Competition Analysis?
Alternative terms:
Competitor analysis, competitor observation, Competitive Intelligence (CI)
Differentiations:
 Benchmarking:
Target-oriented comparison of products, services, processes, or methods with other companies (not
necessarily competitors in the same branch) to identify the best-in-class company as a reference to optimise
performance and to close performance gaps.
Basic idea: Which differences do exist? Why do they exist? How can we improve?
 Espionage:
Obtaining yet unknown informationen or protected know-how; use of illegal methods.
 Business Intelligence:
Procedures and processes for systematic collection, evaluation, and presentation of data to enable better
operative or strategic decisions; focus on internal data and analyses.
Definition:
Systematic, continuous and legal collection and evaluation of information on rival business and
competitive products
Main targets:
By conducting competition analysis companies are able to adapt their competitive strategies and marketing
at the right time to market and competitive structures and to gain competitive advantages in a dynamic
environment due to better information.

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Functions of Competition Analysis
Targets of Competition Analysis
Target Group Executive Product Management Marketing & Sales
Demand for
competitive
analyses:
Information
regarding e.g.
…
• Rival business
• Company strategies
• Business data
• Strengths / Weaknesses
• Market positions / shares
• Product / service portfolio
• Key people, decision
makers, investors
• Organisation
• Soft Facts
• Product / service portfolio
• Product information
• Product strategies
• Product comparisons
• Market positions / shares
• Strengths / Weaknesses
• Business processes
• Business data
• Company news
• Product / service portfolio
• Product information
• Product comparisons
• Marketing and sales
strategies
• Buying arguments / USPs
• Strengths / Weaknesses
• Business processes
• Company news
Targets of
Competition
Analysis
Support of strategic planning,
strategy development and
implementation
Support of product development and
marketing and sales processes
Management information Operative information

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Functions of Competition Analysis
Methods and Tools of Competition Analysis
Nr. Name * Link
CI-01 Industrieanalyse http://tinyurl.com/73dhxa2
CI-02 Strategischer Wettbewerbsvergleich http://tinyurl.com/8ab5ppw
CI-03 Performance-Vergleich http://tinyurl.com/7n5szv4
CI-04 Wettbewerberprofil - einseitig http://tinyurl.com/6m2hyqa
CI-05 Wettbewerberprofil - standard http://tinyurl.com/7hz9qzl
CI-06 Produktvergleiche - qualitativ http://tinyurl.com/73rqsst
CI-07 Produktvergleiche – detailliert (QRG) http://tinyurl.com/7jtrc2k
CI-08 Produktvergleiche – 1:1 (Battlecards) http://tinyurl.com/823uucv
CI-09 Stolperfallen & Attacken http://tinyurl.com/6mbvtzv
CI-10 Positionspapiere http://tinyurl.com/6pnyj37
CI-11 Marktanteilsvergleiche http://tinyurl.com/8x3fwvr
* currently available only in German language

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Introducing Competition Analysis
Process of Competition Analysis
Information and
data sources
Deliverables of
competition analysis
Communication /
distribution of inform.
Demand /
Target groups
Applying a competition analysis system
Responsibilities for tasks of competition analysis
Procedures for data management

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Introducing Competition Analysis
Project Approach for Introduction
1
 Kickoff
 Briefing by business development, product or marketing manager
 Survey of currently used competitive information
 Discussion of the demand on data and information regarding competition
2
 Deliverables of Competition Analysis
 Specification of target groups and respective demand
 Definition of contents and formats of the deliverables
 Conception of procedures for data collection, analysis, and preparation
3
4
This consulting service could be well combined
with other service offerings like:
 Company Profiles
 Product Comparisons
 Competitive Attack-Programs
 Competitor Market Shares
 Data Management and Information Distribution - Conception
 Definition of requirements on data management and information distribution
 Design of procedures for data management
 Design of procedures for efficient information distribution
 Data Management and Information Distribution - Implementation
 Implementation of procedures for data management.
 Implementation of procedures for information distribution
 Test of the procedures, operation on trial
analysis, conception
teamwork, (+ workshop)
depending on scope 10-15 days
analysis, conception
teamwork, (+ workshop)
depending on scope 15-20 days
workshop
0.5-1 days
realisation, coaching
assignment of IT
depending on scope 2-6 months
5
 Review and Update
 Review of the experiences gained during the operation on trial
 Discussion of necessary improvements, adjustments, or changes
 Decision on approach for updating the competition analysis process
review
workshop
1 day

8. 04.06.2015
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A comprehensive competitive analysis
presentation with detailed explanations of
the practices and numerous practical
examples is available on request.
Please use the contact form to order the
presentation
http://www.strategie-und-planung.de/kontakt.html
Note: This presentation is available only for a small charge because of the benefits of the huge amount of information and the
multitude of examples, etc. The current price list of the documentation can be seen at
http://www.strategie-und-planung.de/mediapool/92/922449/data/Preise/preisliste_prezo.pdf
page 8

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Winfried Kempfle Marketing Services