What keeps you awake at night?
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www.aimstrategic.com
What keeps you awake at night?
An Introduction to Competitive Intelligence
By Graeme Dixon
Graeme.dixon@aimstrategic.com
www.aimstrategic.com
The Agenda
• What is Competitive Intelligence
• How can it help you
• The Competitive Intelligence process
• Uses of Competitive Intelligence
• Tools
• Pitfalls of Competitive Intelligence
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• World wide client base since 2006
• Military Intelligence experience
• Recognised authority in Competitive Intelligence
• Excellent network of intelligence sources & expertise
• Unique, flexible & cutting edge software
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Our Story
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Introduction
• Can you afford to take your eyes off your rivals?
• That chat at a networking dinner
• The piece in the press
• Is it the real picture?
• Growing industry
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What is Competitive Intelligence?
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Competitive Intelligence
Official definition –
“A systematic and ethical programme for
gathering, analysing and managing external
information that can affect your companies plans, decisions and
operations”
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Why Competitive Intelligence?
“It is pardonable to be defeated, but never surprised” – Frederick the Great
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About You?
• Too much information on competitors
• Not enough time to determine what it all means
• Your team don’t know how to make effective use of Competitive Intelligence
• You are struggling to compete with your rivals moves
• Sometimes surprised by rivals
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About You
• Your competitor out performs you
• Your rival keeps winning the tenders despite how much effort you put in
• You are facing new products everyday & don’t know where to turn
• Gossip taken as gospel
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Competitive Intelligence offers insight
• About other businesses that may have a significant impact on your business
• Your direct competition that you encounter on a daily basis
• Indirect competitors who offer a substitute product
• Gives you knowledge to prevent surprises
• Understanding of your competitors and why they do things
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Why Competitive Intelligence?
• The growth of global trade mean your business environment changes more quickly than ever before.
• You can no longer rely on instinct or intuition when making strategic business decisions.
• The consequence of making one wrong decision may see a company go out of business.
• Full picture before making the big decisions
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What do you need to know?
“Merck anticipated and out-manoeuvred the competition, resulting in saving approximately
$200 million to the bottom line - so far."
Clifford Kalb - Vice President of pharmaceutical firm Merck
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What You Need To Know
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What It Can Do For You
• Incorporate their strengths
• Exploit their weaknesses
• Predict their actions
• Force their hand
• Support your decision making
• Identify new markets
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Puts Yourself In Their Shoes• How is it put together?• How is it priced?• What was the quality of
their service like?• What was the after
sales like?• How did the sales team
deal with you?• How were you treated
in reception?
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Our Services
“Competition has always been central to the agenda of companies…..indeed, competition
has become one of the enduring themes of our time”
Michael Porter, Harvard Professor
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Comprehensive Competitor Management Solutions
Professional Services
Competitive Intelligence Implementation
Training
Secondary Intelligence Competitive Intelligence
Audit
Primary Intelligence Strategic Audit
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Comprehensive Competitor Management Solutions
Professional Services
Product Pipeline Analysis Launch Support
Competitive Tracking Business Development & Market Benchmarking
War Game Service Business Development & M&A Support
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Intelligence Cycle
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Break Down of a Competitive Intelligence Project
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The Process Phases
• Planning
• Control & Analysis
• Feedback & Review
Incorporating the military intelligence cycle, the OODA Loop and Business models
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The Planning Phase• Face to face meetings to determine:
• Project scope, objectives, deliverables & timeframes
• Environment understanding
• Key players• Industry• Key issues
• Structured development of key intelligence questions
• Define Methods of Engagements & tactics
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Control & Analysis Phase• Observe
– Collect secondary & primary information– Link data for Analysis and validation
• Orient
– Detailed Information & relationship analysis– Dissemination & create insight
• Decide
– Understand situation– Plan – Agree Methods of Engagement
• Act
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Control & Analysis Phase
• Dissemination
– Formal presentation of findings– Executive summary– Answers to Key Intelligence Topics– Insights & recommendations– Full report in any format
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Observe - Collection
• Who are you going to talk to?
• What are you going to say?
• What websites are you going to monitor?
• Which documents are you going to search for?
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Control and Analysis
Finding the information
Secondary Sources
• Market research reports and portals• Press releases• Patents• Trademarks• Domain names• Analyst reports• Industry associations and newsletters
• What they say and what they don’t say
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Control and Analysis
Finding the information
Primary sources
• Employees• Customers• Senior management• Suppliers• Key tradeshows and events
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Control and Analysis
Analysis
• To interpret the significance of the information
• Fluctuations of activity• Highlight patterns• Assessment of out comes and issues
• Needs to be timely
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Control and Analysis
Communication• Get the information direct to the people that
matter
• Beware of politics
• People don’t like intelligence that goes against their plans
• People don’t like to give bad news
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Review & Feedback Phase• Direction
– Review Key Intelligence Topics– Review deception warning signs
• Collection
– Review sources and collection tasks
• Information
– Review Essential Elements of Information
• Dissemination
– Reporting quality and accuracy
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Examples of Competitive Intelligence Utilisation
“If you know your enemy and yourself; you will win every battle.”
“If you know yourself, but not your enemy; for every battle won you will suffer a loss.”
Sun Tzu 500 BC
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Product Development
• Evaluation of rival products & service levels
• Assessment of competitors market place
• Regulation research
• Competitive marketing cost analysis
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Sales & Marketing
• Product launch analysis
• Sourcing & Analysis of resellers, performance & motivation
• Product positioning
• Sales team analysis, deployment & development
• Marketing approaches
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Corporate Strategic Development
• Organisational structure analysis
• Merger & Acquisition strategy
• Management Information analysis
• Portfolio Management• Internal strategic
assessment• Corporate strategy,
tactics, organisational structure
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Branding
• Key relationship management
• Decision maker & Influencing
• Value proposition
• Company image
• Product brand
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Tools
• Keep it simple
• Likely a lot of information is already in your organisation
• CI Database
• Website monitor
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Competitive Intelligence Pit Falls.....
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It’s Not Espionage!
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It’s Not Magic
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It does not perform miracles
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Collection, Not Direction
• Bridge Too Far
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Any one know what this is?Susceptible to politics
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Headlines, Spin & Politics
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AIM Strategic Management
• Thank you
• Happy to discuss anything regarding Competitive Intelligence
• Graeme Dixon – Professional Services Director• 07866 263078• graeme.dixon@aimstrategic.com
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