COMPETITIVE INTELLIGENCE Industry Research Comparisons Marketing “ Now the reason the enlightened prince and the wise gene...
INDUSTRY RESEARCH Module Outline <ul><li>Introduction </li></ul><ul><li>Competitive Intelligence </li></ul><ul><li>Structu...
RESEARCH TRIANGLE   for Industries Country and Trade Resources Company  Resources Industry Resources Data News Contacts As...
COMPETITIVE INTELLIGENCE Definitions “ CI is generally viewed as  the process by which  organizations gather actionable in...
The global industry What is the structure of the retail industry? Comparing industries across countries What are the faste...
Structure of an Industry  Industry identification Definition of the Industry/Sector Market size, Concentration  Products P...
Barriers to Entry May be  indirect Impact on  profitability Concentration <ul><ul><li>Porter, Michael E .   Harvard Busine...
DEFINITIONS OF AN INDUSTRY   <ul><li>Working definition of an industry:   </li></ul><ul><li>“ a group of firms producing p...
<ul><li>Misconceptions </li></ul><ul><li>Differences among industry, product, brand </li></ul><ul><li>Retail industry; wom...
DEFINITIONS OF AN INDUSTRY   <ul><li>Working definition of an industry:   </li></ul><ul><li>“ a group of firms producing p...
<ul><li>ISIC  – International Standard Industrial Classification of all Economic Activities rev 4 (2008) (UN) </li></ul><u...
DEFINITION OF AN INDUSTRY SSIC 2010 Singapore SSIC 2010  based on ISIC rev 4 00 Activities not Adequately Defined V 64-66 ...
DEFINITIONS OF AN INDUSTRY Examples of Standard Codes   U.S. NAICS -2007  SINGAPORE SSIC 2010*  EU NACE (rev 2)* ISIC (rev...
S&P Industry Surveys Household Nondurables Computers: Hardware Publishing Household Durables Computers: Consumer Services ...
<ul><li>OneSource   – Codes for Zara ( Inditex Group [ INdustria de DIseño TEXtil, S.A.]) </li></ul>DEFINITIONS OF AN INDU...
INDUSTRY RESOURCES Sources of Industry Information <ul><li>International and regional organizations </li></ul><ul><li>Coun...
<ul><li>UNIDO   UN Industrial Development Organization  </li></ul><ul><li>Industry statistics by country </li></ul><ul><li...
<ul><li>Industry Canada  - Reports by  Sector   and  Industry  Statistics   </li></ul><ul><li>U.S. International Trade Adm...
INDUSTRY RESOURCES Government Applications <ul><li>U S Economic Census-industry data </li></ul><ul><li>Used to measure eco...
<ul><li>TRADE ASSOCIATIONS </li></ul><ul><li>Website Directories: </li></ul><ul><li>Google Directory of  Singapore Associa...
INDUSTRY RESOURCES Commercial Reports <ul><li>TYPES OF REPORTS </li></ul><ul><li>Industry Analysis  </li></ul><ul><li>Inve...
<ul><li>OBJECTIVES </li></ul><ul><li>Awareness of data collection issues </li></ul><ul><li>Understanding of what rankings ...
INDUSTRY RESEARCH Data Collection Issues <ul><li>At what level of business activity is the data collected?   Enterprise or...
Who are the top biggest companies in the world? Who are the top enterprises in Singapore? Who are the largest retail compa...
<ul><li>WHO IS THE WORLD’S BIGGEST COMPANY? </li></ul><ul><li>Royal Dutch Shell  </li></ul><ul><li>JPMorganChase </li></ul...
<ul><li>Who is Singapore’s Biggest Company? </li></ul><ul><li>Temasek Holdings  </li></ul><ul><li>Shell Eastern Trading  <...
RANKING INDICATORS Private Industry Composite Employees Listed Country Market Value Subsidiary; Headquarters Regional / As...
RANKING SOURCES FT Global 500 All countries Listed Market Value Rank by Sector Annual  with Quarterly update Market Cap : ...
INDUSTRY RANKINGS Fortune, July 20, 2009
SINGAPORE RANKINGS Singapore 10000  (subscription through NLB)
Singapore Rankings Singapore 1000  Companies Ranked Business Classification   with Industry Average Searched 19/7/ 2010
BENCHMARKING Peer Analysis <ul><li>Identify Company </li></ul><ul><li>Identify Peer Group or use database selection </li><...
PEER ANALYSIS Sample from Bureau Van Dijk   Comparing a Company to its Group Year Financial Ratios 26 1.01 0.84 0.69 Liqui...
BENCHMARKING & RATIOS   <ul><li>EU  (registration required to view databases) </li></ul><ul><li>Operating Expenditures </l...
INDUSTRY SPECIFIC  Rankings and Performance Industry Week for U.S. manufacturing Rankings of Manufacturing firms Best Plan...
BENCHMARKING & RATIOS   <ul><li>EU  (registration required to view databases) </li></ul><ul><li>Operating Expenditures </l...
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Competitive intelligence - industry research and benchmarking

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Competitive Intelligence - Industry Research and Benchmarking is one module in a course on Business Research, presented to library and information professionals and business professionals worldwide.

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  • To find data about an industry from governmental and international governmental organizations, you have to be able to define your industry or sector using the specific coding scheme of the data reporting agency. Coding systems are hierarchical and start with a broad industry definition and then move to the sector and sub-sector levels. Most coding schemes have a somewhat similar numeric structure . The US SIC Codes, used prior to the 1997 Economic Census and still used in some resources, are the most dissimilar . Industry codes differ from Product or Tariff Codes in level of specificity and purpose.
  • Before beginning your actual research, make sure that you can say: My industry includes ( types of companies) in the ( your named industry) in ( specified countries or regions) i.e. “major or large specialty retail clothing and accessory stores in Germany”.
  • Industry data is still not well represented on the web. There is a time lag before data is published in the international organization websites and the data is generally aggregated at a level that may be useful for broad industry analysis but not for market research. To find out the difference among the major industry data publications, check International Business Information: How to Find It, How to Use It ( bus- and general reference desk in Woodruff ) or: http://www.amazon.com/exec/obidos/tg/detail/-/1573560502/qid=1103154994/sr=1-1/ref=sr_1_1/103-6436468-7101463?v=glance&apos;s=books
  • The U.S. ITA tracks U S industries for export potential and performance. Other countries, such as Canada, Japan, and the UK, highlight their major industries.
  • For broad industry information, use major industry sources such as S&amp;P Industry Surveys (very U.S. in focus) or Investext. Market Research Reports from Mintel or Global Market Information Database may have your industry and country. Locate trade association through Associations Unlimited or on the Web. Free information is usually limited. American Soybean Association International Marketing Singapore http://www.asaimsea.com/ Use all of the library’s article/news databases. Major players in an industry, especially listed companies, may have industry information in their filings. International and local governmental organizations have information and data. Many major industries have been the topics of books, for example the U.S. Saks Incorporated or the French Monoprix.
  • For broad industry information, use major industry sources such as S&amp;P Industry Surveys (very U.S. in focus) or Investext. Market Research Reports from Mintel or Global Market Information Database may have your industry and country. Locate trade association through Associations Unlimited or on the Web. Free information is usually limited. American Soybean Association International Marketing Singapore http://www.asaimsea.com/ Use all of the library’s article/news databases. Major players in an industry, especially listed companies, may have industry information in their filings. International and local governmental organizations have information and data. Many major industries have been the topics of books, for example the U.S. Saks Incorporated or the French Monoprix.
  • A. Sales, Profits, MV B. Forbes composite C. Forbes by Assets D. Largest Private employer (Indian Railways largest employer)
  • A. Sales, Profits, MV B. Forbes composite C. Forbes by Assets D. Largest Private employer (Indian Railways largest employer)
  • Competitive intelligence - industry research and benchmarking

    1. 1. COMPETITIVE INTELLIGENCE Industry Research Comparisons Marketing “ Now the reason the enlightened prince and the wise general conquer the enemy whenever they move, and their achievements surpass those of ordinary men, is foreknowledge” from Tzu, The Art of War (multiple print and e–book versions)
    2. 2. INDUSTRY RESEARCH Module Outline <ul><li>Introduction </li></ul><ul><li>Competitive Intelligence </li></ul><ul><li>Structure of an Industry </li></ul><ul><li>Definition of an Industry </li></ul><ul><li>Industry Resources </li></ul><ul><li>Comparisons </li></ul><ul><li>Selected Readings </li></ul>
    3. 3. RESEARCH TRIANGLE for Industries Country and Trade Resources Company Resources Industry Resources Data News Contacts Associations Research Reports Trade Publications Scholarly Publications Industry Classifications
    4. 4. COMPETITIVE INTELLIGENCE Definitions “ CI is generally viewed as the process by which organizations gather actionable information about competitors and the competitive environment and ideally apply it to their planning processes and decision-making in order to improve their enterprise’s performance” From Fleisher and Bensoussan, 2007 pg 6 Whether the need is for knowledge of an industry, a market, a product or a competitor, reliable global information is central to our success. From Competitive Intelligence Handbook, http://www.combsinc.com/chapt1.htm Pagell, 1998
    5. 5. The global industry What is the structure of the retail industry? Comparing industries across countries What are the fastest growing retail sectors in Asia? One industry- one country What is the outlook for the apparel industry in Singapore? One company – one industry How is my company performing relative to its industry? Companies in an industry Who are the major retail companies worldwide? Contribution to a country’s economy How much does the retail industry contribute to Singapore’s GDP? STRUCTURE OF AN INDUSTRY Typical Industry Questions
    6. 6. Structure of an Industry Industry identification Definition of the Industry/Sector Market size, Concentration Products Performance Companies in Industry Suppliers Distribution (Supply chain. logistics) Customers Trends Import/Export Activity Legal/Regulatory issues Standards Technology Other environmental factors
    7. 7. Barriers to Entry May be indirect Impact on profitability Concentration <ul><ul><li>Porter, Michael E . Harvard Business Review; Jan2008, Vol. 86 Issue 1, p78-93, 16p , </li></ul></ul><ul><ul><li>from 1979 </li></ul></ul>
    8. 8. DEFINITIONS OF AN INDUSTRY <ul><li>Working definition of an industry: </li></ul><ul><li>“ a group of firms producing products that are close substitutes for each other” </li></ul><ul><li>Originally from Porter, Competitive Strategy (1980, 2004) </li></ul>
    9. 9. <ul><li>Misconceptions </li></ul><ul><li>Differences among industry, product, brand </li></ul><ul><li>Retail industry; women’s apparel; </li></ul><ul><li>blouses; Zara </li></ul><ul><li>Categorization of companies in an industry </li></ul><ul><li>Who does the categorization? </li></ul><ul><li>What are the criteria? </li></ul><ul><li>Collection of industry information </li></ul>DEFINITIONS OF AN INDUSTRY
    10. 10. DEFINITIONS OF AN INDUSTRY <ul><li>Working definition of an industry: </li></ul><ul><li>“ a group of firms producing products that are close substitutes for each other” </li></ul><ul><li>Originally from Porter, Competitive Strategy (1980, 2004) </li></ul><ul><li>Categorization by coding schemes from </li></ul><ul><li>International Organizations </li></ul><ul><li>National Governments </li></ul><ul><li>Publishers </li></ul>
    11. 11. <ul><li>ISIC – International Standard Industrial Classification of all Economic Activities rev 4 (2008) (UN) </li></ul><ul><li>links to national codes </li></ul><ul><li>NAICS – North American Industry Classification System (US, Mexico, Canada) and U.S. SIC (still standard in commercial sources) rev 2 (2007) </li></ul><ul><li>SSIC – Singapore Standard Industrial Classification (SSIC) (2010) </li></ul><ul><li>NACE –METADATA - Statistical Classification of Economic Activities in the European Community, Rev. 2 rev 2 (2008) (EU ) </li></ul>DEFINITIONS OF AN INDUSTRY Classification Systems
    12. 12. DEFINITION OF AN INDUSTRY SSIC 2010 Singapore SSIC 2010 based on ISIC rev 4 00 Activities not Adequately Defined V 64-66 Financial and Insurance Activities K 98 Activities of Extra-Territorial Organisations and Bodies U 58-63 Information and Communications J 97 Activities of Households as Employers of Domestic Personnel T 55-56 Accommodation and Food Service Activities I 94-96 Other Service Activities S 49-53 Transportation and Storage H 90-93 Arts, Entertainment and Recreation R 45-47 Wholesale and Retail Trade G 86-88 Health and Social Services Q 41-43 Construction F 85 Education P 36-38 Water Supply, Sewerage, Waste Management and Remediation Activities E 84 Public Administration and Defence O 35 Electricity, Gas and Air-Conditioning Supply D 77-82 Administrative and Support Service Activities N 10-32 Manufacturing C 69-75 Professional, Scientific and Technical Activities M 08-09 Mining and Quarrying B 68 Real Estate Activities L 01-03 Agriculture and Fishing A Division SECTION Divisions SECTION
    13. 13. DEFINITIONS OF AN INDUSTRY Examples of Standard Codes U.S. NAICS -2007 SINGAPORE SSIC 2010* EU NACE (rev 2)* ISIC (rev 4) Retail Trade ex motor vehicles ( G) 47 Retail sale of other goods in specialised stores 47.7 Retail sale of clothing in specialised stores 47.71 <ul><li>Retail Trade ex. Motor vehicles (G) 47 </li></ul><ul><li>Retail Sale of Textiles, Clothing, Footwear & Leather Articles in specialized stores 4771 </li></ul><ul><li>Uniquely Singapore </li></ul><ul><ul><li>Chinese Medicine </li></ul></ul><ul><ul><li>Shops 47723 </li></ul></ul>Retail Trade 44 Clothing & Clothing Accessory Stores 448 Women’s Clothing Store 44812
    14. 14. S&P Industry Surveys Household Nondurables Computers: Hardware Publishing Household Durables Computers: Consumer Services & the Internet Transportation: Commercial Paper & Forest Products Homebuilding Computers :Commercial Services Telecommunications: Wirelines Oil & Gas: Production & Marketing Heavy Equipment & Trucks Communications Equipment Telecommunications: Wireless Oil & Gal: Equipment & Services Healthcare Products & Supplies Chemicals Supermarkets & Drugstores Natural Gas Distribution Healthcare: Pharmaceuticals Broadcasting, Cable & Satellite (Media) Semiconductors Movies & Home Entertainment Healthcare: Managed Care Biotechnology Semiconductor Equipment Metals: Industrial Healthcare :Facilities Banking Savings & Loans Lodging & Gaming Foods & Nonalcoholic Beverages Autos & Auto Parts Retailing: Specialty Investment Services Environmental & Waste Management Apparel & Footwear; Retailers and Brands Retailing: General Insurance: Property & Casualty Electric Utilities Alcoholic Beverages & Tobacco Restaurants Insurance: Life & Health Computers: Storage & Peripherals Airlines Real Estate Investment Trusts Industrial Machinery Computers: Software Aerospace and Defense
    15. 15. <ul><li>OneSource – Codes for Zara ( Inditex Group [ INdustria de DIseño TEXtil, S.A.]) </li></ul>DEFINITIONS OF AN INDUSTRY Examples of Publishers’ Codes Factiva
    16. 16. INDUSTRY RESOURCES Sources of Industry Information <ul><li>International and regional organizations </li></ul><ul><li>Country – level governments and organizations </li></ul><ul><li>Trade sources </li></ul><ul><li>Commercial sources, including </li></ul><ul><li>industry reports, news and books </li></ul>
    17. 17. <ul><li>UNIDO UN Industrial Development Organization </li></ul><ul><li>Industry statistics by country </li></ul><ul><li>Limited free statistics NOTE: check out value added and related indicators by industry </li></ul><ul><li>OECD (Organization for Economic Cooperation and Development Industrial Production and Retail Trade ( index) - free sites </li></ul><ul><li>Eurostat Industry, Trade and Services –Structural Business Statistics </li></ul><ul><li>globalEDGE Industry Profiles on 20 global industries, includes “industry memo” summary, risk, concentration, global companies (from Michigan State University) </li></ul>INDUSTRY RESOURCES IGOs , NGOs, Local Governments and Universities
    18. 18. <ul><li>Industry Canada - Reports by Sector and Industry Statistics </li></ul><ul><li>U.S. International Trade Administration ( Manufacturing and Services ) </li></ul><ul><li>Japanese External Trade Organization ( JE TRO ) including Market Reports </li></ul><ul><li>Statistics Singapore – monthly and annual surveys </li></ul>INDUSTRY RESOURCES Government Sources
    19. 19. INDUSTRY RESOURCES Government Applications <ul><li>U S Economic Census-industry data </li></ul><ul><li>Used to measure economic activity, for government research, for benchmarking </li></ul><ul><li>By geographic area </li></ul><ul><li>Information released through American Factfinder </li></ul><ul><li>Zip codes included in Country Business Patterns </li></ul><ul><li>Using Mapping </li></ul><ul><li>Select maps > Thematic Maps from American Factfinder </li></ul>
    20. 20. <ul><li>TRADE ASSOCIATIONS </li></ul><ul><li>Website Directories: </li></ul><ul><li>Google Directory of Singapore Associations </li></ul><ul><li>Yahoo Directory of Singapore Associations </li></ul><ul><li>Example of individual association: </li></ul><ul><li>The Association of Banks in Singapore (ABS) Includes Financial Handbook for SMEs </li></ul><ul><li>TRADE PUBLICATIONS </li></ul><ul><li>Retail Asia Online </li></ul><ul><li>Automotive News </li></ul><ul><li>GENERAL PRESS </li></ul><ul><li>Factiva – Search statement, .i.e. industry and (anal* or impact or grow* or trend*) </li></ul><ul><li>Industry expanded index, i.e. retail>specialty stores </li></ul><ul><li>BOOKS </li></ul><ul><li>SMU Library </li></ul><ul><li>Wordcat.org </li></ul> INDUSTRY RESOURCES Misc.
    21. 21. INDUSTRY RESOURCES Commercial Reports <ul><li>TYPES OF REPORTS </li></ul><ul><li>Industry Analysis </li></ul><ul><li>Investment Bank Reports </li></ul><ul><li>Market Research Reports </li></ul><ul><li>COMMERCIAL SOURCES </li></ul><ul><li>Business Insights – Healthcare Reports </li></ul><ul><li>S & P NetAdvantage * (10 Global Industries) </li></ul><ul><li>ThomsonOne Banker Aggregator </li></ul><ul><li>MarketLine – Datamonitor reports </li></ul><ul><li>Emerging Markets Information Service– Aggregator of different types and sources </li></ul><ul><li>Hoovers Industry Reports – overview </li></ul><ul><li>on web; snapshot in LexisNexis </li></ul>
    22. 22. <ul><li>OBJECTIVES </li></ul><ul><li>Awareness of data collection issues </li></ul><ul><li>Understanding of what rankings really mean </li></ul><ul><li>Access to benchmarking resources </li></ul>BENCHMARKING & RANKINGS
    23. 23. INDUSTRY RESEARCH Data Collection Issues <ul><li>At what level of business activity is the data collected? Enterprise or establishment? </li></ul><ul><li>At what level of aggregation is the industry defined? </li></ul><ul><ul><li>Two digit? Four digit? </li></ul></ul><ul><li>How frequently is the data collected and disseminated? Every 10 yrs, 5 yrs, annual, monthly ? </li></ul><ul><li>What codes are being used and have they been redefined? </li></ul><ul><li>What is being measured ? </li></ul><ul><ul><li>Value added? Sales? Volume? </li></ul></ul><ul><ul><li>Local or converted currency? </li></ul></ul>
    24. 24. Who are the top biggest companies in the world? Who are the top enterprises in Singapore? Who are the largest retail companies in Asia? Who are the major retailers in Singapore? RANKINGS QUESTIONS
    25. 25. <ul><li>WHO IS THE WORLD’S BIGGEST COMPANY? </li></ul><ul><li>Royal Dutch Shell </li></ul><ul><li>JPMorganChase </li></ul><ul><li>C. Toyota </li></ul><ul><li>D. Cargill </li></ul><ul><li>E. Wal-Mart </li></ul><ul><li>Fannie Mae </li></ul><ul><li>Gazprom </li></ul><ul><li>BNP Parabas </li></ul><ul><li>PetroChina </li></ul>RANKINGS QUIZZ
    26. 26. <ul><li>Who is Singapore’s Biggest Company? </li></ul><ul><li>Temasek Holdings </li></ul><ul><li>Shell Eastern Trading </li></ul><ul><li>Singapore Telecommunications </li></ul><ul><li>Keppel </li></ul><ul><li>Flextronics </li></ul>RANKINGS QUIZZ
    27. 27. RANKING INDICATORS Private Industry Composite Employees Listed Country Market Value Subsidiary; Headquarters Regional / Asia Net Income Parent Global Sales/Revenue/Turnover ENTERPRISE TYPES RANKING CATEGORIES DATA ELEMENTS
    28. 28. RANKING SOURCES FT Global 500 All countries Listed Market Value Rank by Sector Annual with Quarterly update Market Cap : March 31 Issue: May 28, 2010 Forbes World’s 2000 Largest Public Composite All countries Listed & Private Asia’s Best Under 1bil Sort by Industry Financials: Latest Available Market Cap: April 1 2010 Issue: July 21, 2010 Fortune Global 500 All countries Listed Financials Revenues Industries Financials: US Dec 2009 Issue : July 26 2010
    29. 29. INDUSTRY RANKINGS Fortune, July 20, 2009
    30. 30. SINGAPORE RANKINGS Singapore 10000 (subscription through NLB)
    31. 31. Singapore Rankings Singapore 1000 Companies Ranked Business Classification with Industry Average Searched 19/7/ 2010
    32. 32. BENCHMARKING Peer Analysis <ul><li>Identify Company </li></ul><ul><li>Identify Peer Group or use database selection </li></ul><ul><li>Ratios / Peer Analysis in Thomson One Banker </li></ul><ul><li>Peer Analysis and Industry Norms (RMA) in OneSource </li></ul><ul><li>BVD databases (not available) </li></ul>
    33. 33. PEER ANALYSIS Sample from Bureau Van Dijk Comparing a Company to its Group Year Financial Ratios 26 1.01 0.84 0.69 Liquidity Ratio 26 1.58 1.38 1.30 Current Ratio Number of companies Mean of the group Median of the group Value for Company
    34. 34. BENCHMARKING & RATIOS <ul><li>EU (registration required to view databases) </li></ul><ul><li>Operating Expenditures </li></ul><ul><li>Productivity Measures </li></ul><ul><li>Canadian Manufacturing Costs by Industry </li></ul><ul><li>UK Competitiveness Indicators </li></ul><ul><li>Specific stats by region </li></ul><ul><li>EIU for Country’s ICT readiness </li></ul><ul><li>E-readiness </li></ul>
    35. 35. INDUSTRY SPECIFIC Rankings and Performance Industry Week for U.S. manufacturing Rankings of Manufacturing firms Best Plants Information Week for innovate IT Global Powers of Retailing Yahoo Finance Comparisons and competitors based on financial indicators for companies traded on U.S. exchanges and an industry center
    36. 36. BENCHMARKING & RATIOS <ul><li>EU (registration required to view databases) </li></ul><ul><li>Operating Expenditures </li></ul><ul><li>Productivity Measures </li></ul><ul><li>Canadian Manufacturing Costs by Industry </li></ul><ul><li>UK Competitiveness Indicators </li></ul><ul><li>Specific stats by region </li></ul><ul><li>EIU for Country’s ICT readiness </li></ul><ul><li>E-readiness </li></ul>
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