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Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Agenda
• Overview• Collection
– Industries– Companies– People– News– Government
• Analysis• Current awareness tools
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
What is Competitive Intelligence?
Competitive Intelligence is processed information about your business environment that enables more informed decision-making by identifying threats, developments and opportunities.
– Basic: background information that can be used as a basis for evaluating new information.
– Current: recent information relating to current situations and events.
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Information vs Intelligence
• Information– Raw, unprocessed– Fact or collection of
facts– Must be checked for
accuracy, grouped with other facts and interpreted to uncover underlying causes, circumstances and truths
• Intelligence– Interpretation of
information
– Results from information processing
– Requires knowledge of external factors affecting a business
– Predictive
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Intelligence is NOT spying
• Espionage is spying. Companies that practice industrial espionage are vulnerable to bad publicity and/or legal action.
• 80 to 90 per cent of what decision-makers need to know about the external operating environment can be obtained ethically and legally.
• Grey zone includes myriad activities that defy definition, border on the illegal or don't feel right.
• Establish and promote clear ethical guidelines.
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Three CI Disciplines
1. Competitor Intelligence
2. Market Intelligence
3. Technical Intelligence
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Intelligence Cycle Five Stages
1. Direction– Starts at the top
2. Collection– Develop a plan
3. Processing– Analysis is essential
4. Production– Choose the right format
5. Dissemination– When, and to whom?
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Direction
• Statement of the Intelligence Problem– Most important of the
intelligence needs
• Priority Intelligence Needs– Those that are
necessary for action
• What decision needs to be made?
• Why does this decision need to be made?
• When does this decision need to be made?
• Who is making this decision?
• How will this intelligence be used?
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Collection
• Industries
• Companies
• People
• Governments
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Top Search Engines
390
625
500
550
1500 500 330700
Northern Light
Fast
Inktomi
AltaVista
Google 3.3 B
1 B 2 B.5B 1.5 B 2.5 B 3 B
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Collection Plan
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002
Industry Profile Template
• Industry Status• SIC/NAICS Codes• Environment• Top Companies• Professional
Associations• Trade
Periodicals/Journals
• Unions• Products• Service• Customers• Areas of Growth• New Technologies• Industry Trends
Competitive IntelligenceCompetitive IntelligencePMRS - 10 January 2002PMRS - 10 January 2002