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Competitive Intelligence - Winfried Kempfle Marketing Services
Competitive Intelligence - Winfried Kempfle Marketing Services
Competitive Intelligence - Winfried Kempfle Marketing Services
Competitive Intelligence - Winfried Kempfle Marketing Services
Competitive Intelligence - Winfried Kempfle Marketing Services
Competitive Intelligence - Winfried Kempfle Marketing Services
Competitive Intelligence - Winfried Kempfle Marketing Services
Competitive Intelligence - Winfried Kempfle Marketing Services
Competitive Intelligence - Winfried Kempfle Marketing Services
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Competitive Intelligence - Winfried Kempfle Marketing Services

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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 …

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.

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  • 1. 04.06.2015 Copyright © 2015. All rights reserved. www.strategie-und-planung.de Competition Analyses In Industrial Practice Strategic Marketing Practices
  • 2. 04.06.2015 Copyright © 2015. All rights reserved. www.strategie-und-planung.de Seite 2 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
  • 3. 04.06.2015 Copyright © 2015. All rights reserved. www.strategie-und-planung.de Seite 3 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.
  • 4. 04.06.2015 Copyright © 2015. All rights reserved. www.strategie-und-planung.de Seite 4 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
  • 5. 04.06.2015 Copyright © 2015. All rights reserved. www.strategie-und-planung.de Seite 5 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
  • 6. 04.06.2015 Copyright © 2015. All rights reserved. www.strategie-und-planung.de Seite 6 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
  • 7. 04.06.2015 Copyright © 2015. All rights reserved. www.strategie-und-planung.de Seite 7 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 Copyright © 2015. All rights reserved. www.strategie-und-planung.de 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
  • 9. 04.06.2015 Copyright © 2015. All rights reserved. www.strategie-und-planung.de Contact Seite 9 Thanner Strasse 39 83607 Holzkirchen Telefon: +49 1525 - 31 82 499 Fax: +49 8024 - 99 34 11 E-Mail: services@strategie-und-planung.de Formular: http://www.strategie-und-planung.de/trainings.html Winfried Kempfle Marketing Services

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