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 ?
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
Does CI becoming more of a
Corporate Intelligence ?
CI Has Always Been About Better
• Strategic Decisions
– What business are we in and where are new opportunities
• 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
Challenge 2 : Capturing the competitive information held by your
Challenge 3 : Incorporating competitive intelligence insights into the
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
Top 5 Competitive Intelligence Research
Tools for performing CI
Keyword Research and Tracking
Key Word Feeds
Online or Traditional Clipping Services