Competitive Intelligence

Competitive Intelligence - Presentation Transcript

Competitive Intelligence
Dr. Elijah Ezendu
FIMC, FCIM, FIIAN, FBDI, FAAFM, FCCM, MIMIS, MITD, ACIArb, ACIPM, PhD, DocM, MBA, CWM, CBDA, CMA, MPM, PME, CMC

“The ability to focus attention on important things is a defining characteristic of intelligence”
- Robert J. Shiller, Irrational Exuberance

What is Competitive Intelligence?
“It’s the process of ethically collecting, analysing, and disseminating accurate, relevant, specific, timely, foresighted and actionable intelligence regarding the implications of business environment, competitors, and the organization itself”
-Society of Competitive Intelligence Professionals

Why Intelligence?
Intelligence is usually ahead of its time, and exploits analytics pertaining to past behaviour for provision of much required insight into course of events.

Competitive Intelligence as a Product
Competitive Intelligence is ethical, timely and useful value-added information on customers, competitors, other stakeholders in the competitive environment and the within the firm.

Competitive Intelligence as a Process
In this case, it involves establishing intelligence needs, generating information, analysing and disseminating actionable intelligence to key decision makers, for building competitive advantage and boosting profitability.

“If you are ignorant of both your enemy and yourself, then you are a fool and certain to be defeated in every battle.”
- Sun Tzu

Function of Intelligence

7Ps of CI

People
Porism
Plan
Processes
Prod
Pathfinder
Performance

Source: Elijah Ezendu, Competitive Intelligence

Categories of Competitive Intelligence

Market Intelligence
This highlights acquisition and analysis of information pertaining to trends, geopolitical issues and regulations in a firm’s market.

Competitor Intelligence
This involves monitoring and analysis of key competitors, budding competitors, new competitors and probable competitors.

Reasons for Monitoring Competitors

Predict their next action
Exploit their weaknesses
Undermine their strength
Blow up threats against them
Undercut their opportunities

Partner Intelligence
This involves keeping tabs on every individual and organization that has a form of value network with the value chain of a particular firm.

Customer/Prospect Intelligence
This embraces continuous identification and analysis of demographic factors, budget cycles, key internal influences and key focus areas of customers/prospects.

Technical Intelligence
It entails examining every accessible research and development report and allied technical application in order to keep track of competitive technical know-how, make out business alternatives, and generate appropriate and well-timed warning signal to decision makers.

Three Types of Intelligence

Recurrent Intelligence: It’s done to be abreast with activities and is not connected to a specific strategic or tactical decision.
Reference Intelligence: It’s used as groundwork for specific strategic or tactical decision and regularly demanded.
Strategic Intelligence: This encompasses broad spectrum of issues and is classically structured to a specific strategic decision.

Counterintelligence
It’s a process of securing business secrets, plans, techniques, programmes and projects in order to ward-off adversary.

How does CI improve Business Performance?
Lessens costs
Boosts sales
Captures alliance opportunities
Discover gainful acquisition prospect
Clamps down on competitors’ profits and sales
Enhances defensive strategies
Improves organizational agility
Achieve first-class status for higher prices
Provides leverage for outwitting performance barrier

Overview of CI Process Models

Ashton and Stacey Business Intelligence Process Model
4Cs Process Model
SCIP CI Process Model

Ashton and Stacey Business Intelligence Process Model
NeedsTargetsSourcesMethods
2. Collect Source Materials
3. Analyze Source Data
Data
Information
IntelligenceInformation Systems
4. Deliver Information Products
1. Plan Intelligence Activities
Needs
Feedback
6. Evaluate Programme Performance
5. Apply Intelligence Results
Intelligence
Impacts
Source: Arthur Weiss, A brief Guide to Competitive Intelligence

4Cs Process Model
Collection

Definition and planning based on user requirements
Raw information collection from primary and secondary sources as related to intelligence requirements

Conversion

Collate and catalogue data
Integrate data with other related data elements
Analyze, interpret and process data

CI/Intelligence Information System
Intelligence User
Countering
Utilization of intelligence in the decision making process
Communications

Disseminating data to relevant users
Establishing feedback mechanisms to ensure that information matches needs

Source: Arthur Weiss, A brief Guide to Competitive Intelligence

CI Conversion
Analyze
Data
Information
Synthesize
Insight
Intelligence
Experience
Competitive Advantage

SCIP CI Process Model
Collect
Data
Information
Knowledge
Compile
Compile
Communicate
Decision
Results
Intelligence
Compile
Compile
Decision Maker
Adapted from William Wilson, NextStep and Timothy W. Powell

Generic CI Process

CI Analytical Scheme

CI Life Cycle
The average life cycle of CI projects is very small.

Define Question (1 to 2 weeks)
Gather Data (2 weeks)
Organize Data (2 weeks)
Synthesize and Filter Data (2 weeks)
Analyze Proper Data (2 weeks)
Prepare Findings (1 week)
Identify Insights (1 week)
Outline Recommendations (1 week)
Draft CI Report (1 week)
Assess and Approve Report (1 to 2 weeks)

Competitive Intelligence: The Bridge Between Information and Action
CompetitiveIntelligence
Magazines
Newswires
SEC filingsWeb SitesCensusMarket ResearchNewspapers
CommunicationsBrandMarketing PositionHuman ResourcesSuppliersMergers/AcquisitionFinancial
Competitor Profiling
SWOT AnalysisTrend Analysis
SimulationForecasting
Product Dev.Business Dev.Public RelationsMarketing
Information
Business Intelligence
SoftwareNews PortalsOnline Directories
Vertical PortalsNews PortalsResearch Shops
MonitoringTailoringArchiving
Source: ShiftCentral

Analysis Techniques Used in CI (1)
Environmental Analysis

Scenario Analysis
Macroenvironmental (STEEP) Analysis
Issue Analysis
Stakeholder Analysis

Strategic Analysis

GE Business Screen Matrix
SWOT Analysis
Industry Analysis
BCG Growth/Share Portfolio Matrix
Value Chain Analysis
Strategic Group Analysis

Competitor and Customer Analysis

Competitor Analysis
Customer Value Analysis
Functional Capability and Resource Analysis
Management Profiling
Blindspot Analysis
Customer Segmentation Analysis
War Gaming
Conjoint Analysis
Win/Loss Analysis

Financial Analysis

Sustainable Growth Rate Analysis
Financial Ratio and Statement Analysis
Strategic Funds Programming

Evolutionary Analysis

Patent Analysis
Experience Curve Analysis
Product Life Cycle Analysis
Growth Vector Analysis
S-Curve (Technology Life Cycle) Analysis

Primary Sources of Data
Observations
Marketplace Surveys
Interview with Internal Experts
Journalists
Discussion Forums
Internet Blog
Industry/Product/General Wiki
Professional Institutes
Trade Unions & Associations
Customers
Professionals within the industry
Suppliers to the industry
Competitors
Stockbrokers
Conferences

Secondary Sources of Data
Directories
Trade Publications
Newspapers
Federal Office of Statistics
Magazines
Journals
Newsletters
Industry Periodicals
Government Statements and Reports
Annual Reports
Online Databases
Vendor’s Promotional Material
Press Releases
Websites
Subscription News Feeds

CI Products and Deliverables
Early Warning Alerts
Market Audits
Industry Audits
Customer Profiles
Competitor Profiles
Technology Profiles
Supplier Profiles
Competitive Benchmarking

Uses of Competitive Intelligence

Acquisition and Prevention of Acquisition
Merger Process
Sales
Business Modeling
Strategic Alliances
Manpower Development
Organizational Development
Strategic Course-Plotting
Issues Monitoring
Due Diligence
Benchmarking
Technology Assessment
New Venture Development
Satisfaction Surveys
Environmental Scanning
Business Opportunities and Risks Ascertainment
Crafting Strategy
Generic Business Development Programmes

12 Application Priorities of CI
Current Competitor Activities and Strategy Monitoring
Customers, Vendors and Other External Allied Monitoring
Operational Performance and Benchmarking
Product/Service Sales and Marketing Support
Strategic Probabilities and Possible Futures
Internal Knowledge Management
Intellectual Property Exploitation and Protection
Mergers, Acquisitions, Alliance and Investment Support
Long-Term Market Prospects & Spotting Weak Signal Blindspots
Counter-Intelligence & Information Security
Legislative and Regulatory Activity as well as Impact on Business Issues
Executive Decision-Support and Competitive Strategy Planning
Source: Recon Competitive Intelligence Solutions

Friedman’s Information Layers

Requirements for Starting a CI Programme

Well-trained and empowered staff
Access to resources
Properly structured unit or department

Roles in the Intelligence Process
Core Roles
Primary Researchers
Secondary Researchers
Integrators
Analysts
Supporting Roles
Protectors
Knowledge Builders
System Builders
Data Builders
Decision Makers

Positioning an Intelligent Firm
Source: Elijah Ezendu, Building Intelligent Firms

Competitive Intelligence Solution
An apposite Competitive Intelligence Solution provides a tested platform for conducting data-banking, synthesis, analysis, structured evaluation and sophisticated report generation.
Examples of CI Solution
Cipher Solution from Cipher Systems.
ACIS from Coemergence Inc.
Astragy from Astragy B.V.
Comintell KXC from Comintell.
Acuity from Acuity Software

Dr. Elijah Ezendu is a multidisciplinary professional whose business experience mounts through diverse fields. He is a Certified Management Consultant, licensed by International Council of Management Consulting Institutes which has a Special Consultative Status in United Nations Economic and Social Council. As a result of his strides in management consulting, he received Merit Award for Excellence in Consulting. He is concurrently Senior Partner, Shevach Consulting; Director of Strategy and Performance, Fortuna; Lead Assessor and Member of Governing Council, Institute of Management Consultants; Director of Training, International Council of Business Development Professionals; Member of Marketing Committee, International Council of Management Consulting Institutes; Honorary Global Advisor, International Project Management Commission; and Programme Coordinator (Nigeria), Regent Business School, South Africa. He holds a doctoral degree in Management from St. Clements University, British West Indies. He is a Chartered Manager certified by Canadian Institute of Management, Canada and holds numerous professional qualifications including Master Project Manager; Project Manager E-Business; Fellow, Institute of Management Consultants; Fellow, Certified Institute of Cost Management; Fellow, Institute of Business Development; Fellow, American Academy of Financial Management; Fellow, Institute of Internal Auditors; Member, Nigerian Institute of Training and Development; Member, Institute of Analytics Professionals; Associate, Chartered Institute of Personnel Management of Nigeria; Associate, Chartered Institute of Arbitrators (Nigeria). He is a Certified Business Development Analyst and Competitive Intelligence Professional. Additionally, he is an information technology management professional certified by Institute for the Management of Information Systems, UK along with Microsoft Corporation, USA and stands as a Member of International Association of Software Architects. He is an outstanding motivational speaker with a knack for recalibration of positive influence; and a world-class consultant, who has functioned as Speaker/Facilitator at myriad programmes of professional institutes, international development organisations, private and public firms including extra-governmental agencies and institutions. He is a prolific writer and author who had served as Editor-in-Chief, Cost Management Journal; Part-Time Lecturer & External Examiner (MBA Programme), Ladoke Akintola University of Technology; Director of MBA Programme (Nigerian Outreach), Management Institute of Canada; Chief Operating Officer, Rohan Marine; Second Vice President and Member of Governing Council, Certified Institute of Cost Management; Director of Programmes and Member of Governing Council, The Institute of Business Development; Director, Refined Shipping; and Examiner to various Professional Institutes.

Gracias
Dr. Elijah Ezendu
elezendu@yahoo.com, 234 8033024596, 234 8058835237

Competitive Intelligence

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