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Ci

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  • 1. Competitor AnalysisCompetitor Analysis Compaq Apple Sony Dell gobi
  • 2. What is Competitive Intelligence?What is Competitive Intelligence?  A systematic and ethical program forA systematic and ethical program for gathering information aboutgathering information about competitors and general businesscompetitors and general business trends to further your own company’strends to further your own company’s goalsgoals
  • 3. Why CI?Why CI? Playing the Game BetterPlaying the Game Better  Focus on existingFocus on existing competitors/strategiccompetitors/strategic positionposition  Leverage value chainLeverage value chain strengthsstrengths  Incrementally improveIncrementally improve existing strategies/tacticsexisting strategies/tactics Play the Game DifferentlyPlay the Game Differently  New market opportunityNew market opportunity  New customersNew customers  Develop/leverage newDevelop/leverage new value chain strengthsvalue chain strengths  New strategies/tacticsNew strategies/tactics
  • 4. Competitor Intelligence PyramidCompetitor Intelligence Pyramid s z aSources of DataSources of Data Analysis of DataAnalysis of Data RecommendationsRecommendations
  • 5. RecommendationsRecommendations Analysis of DataAnalysis of Data Sources of DataSources of Data Competitor Intelligence PyramidCompetitor Intelligence Pyramid  Industry experts/analysts  Industry publications  Trade shows/conferences  Advertisements/PR  University research centers  Financial  Court documents/patents  Suppliers/customers  Newspapers/business wire  Help wanted ads  Reverse engineering labs
  • 6. RecommendationsRecommendations Analysis of DataAnalysis of Data Sources of DataSources of Data Competitor Intelligence PyramidCompetitor Intelligence Pyramid  Value chain analysis  Ratio analysis  Benchmarking  Cost analysis  Trend analysis  Personality profiling  Wargaming/scenario planning  Competitive behavior analysis
  • 7. RecommendationsRecommendations Analysis of DataAnalysis of Data Sources of DataSources of Data Competitor Intelligence PyramidCompetitor Intelligence Pyramid  Track Existing Rivals  Anticipate New Rivals  Inform Strategy:  Identify own/competitor’s strengths/weaknesses  Early warning system  Plan of attack/retaliation
  • 8. Who’s Job Is It?Who’s Job Is It? TopTop ExecsExecs DepartmentDepartment ManagersManagers ProjectProject ManagersManagers IndependentIndependent ConsultantsConsultants DepartmentDepartment StaffStaff Planning & Finance Analysts
  • 9. CI ParadoxCI Paradox  Many Global 1000 companies don’t haveMany Global 1000 companies don’t have full-scale CI unitsfull-scale CI units  Most Global 1000 executives believe thatMost Global 1000 executives believe that success depends on:success depends on:  Looking aheadLooking ahead  First-mover advantageFirst-mover advantage  Strategic flexibility and maneuveringStrategic flexibility and maneuvering
  • 10. Future Objectives How do our goals compare to our competitors’ goals? Where will emphasis be placed in the future? What is the attitude toward risk? Competitor Analysis What drives the competitor?
  • 11. Competitor Analysis What is the competitor doing? What can the competitor do? Future Objectives How do our goals compare to our competitors’ goals?Where will emphasis be placed in the future? What is the attitude toward risk? Current Strategy How are they currently competing? Does this strategy support changes in the competitive structure?
  • 12. Competitor Analysis What does the competitor believe about itself and the industry? Future Objectives How do our goals compare to our competitors’ goals?Where will emphasis be placed in the future? What is the attitude toward risk? Current Strategy How are we currently competing? Does this strategy support changes in the competition structure? Do we assume the future will be volatile? Are we assuming stable competitive conditions? What assumptions do our competitors hold about the industry and themselves? Assumptions
  • 13. Competitor Analysis What are the competitor’sWhat are the competitor’s capabilities?capabilities? Future Objectives How do our goals compare to our competitors’ goals?Where will emphasis be placed in the future? What is the attitude toward risk? Current Strategy How are we currently competing? Does this strategy support changes in the competition structure? Do we assume the future will be volatile? Are we operating under a status quo? What assumptions do our competitors hold about the industry and themselves? Assumptions What are my competitors’ strengths and weaknesses? How do our capabilities compare to our competitors? CapabilitiesCapabilities
  • 14. Future Objectives How do our goals compare to our competitors’ goals?Where will emphasis be placed in the future? What is the attitude toward risk? Current Strategy How are we currently competing? Does this strategy support changes in the competition structure? Dynamic Head-to-Head Rivalry Do we assume the future will be volatile? Are we operating under a status quo? What assumptions do our competitors hold about the industry and themselves? Assumptions ResponseResponse What will our competitorsWhat will our competitors do in the future?do in the future? Where do we have aWhere do we have a competitive advantage?competitive advantage? How will this change ourHow will this change our relationship with ourrelationship with our competition?competition? CapabilitiesCapabilities What are my competitors’What are my competitors’ strengths and weaknesses?strengths and weaknesses? How do our capabilitiesHow do our capabilities compare to ourcompare to our competitors?competitors?
  • 15. Strategic Group Map: BeerStrategic Group Map: Beer (Pre-light / Pre-microbrew)(Pre-light / Pre-microbrew) Dark/Full Light Low Price High Price Amber Regular Heineken Miller Bud Old Swill Guinness
  • 16. Strategic Group Map: BeerStrategic Group Map: Beer Dark/Full Light Low Price High Price Amber Regular Old Swill Guinness Blackened Voodoo Anchor Porter Amstel Cardinal Miller Lite Bud Ice Sam Adams Bass Ale Pilsner Urquell Killian’s Red Red Wolf Amber Bock Lowenbrau Killian’s Brown Lowenbrau Dark Milwaukee’s Best Light Bud Miller