A detailed competitive intelligence case study on Motorola.

1. Competitive Intelligence
Case Study of Motorola
By:AyusheeTripathy
Asim Satya Mishra
Ekankita Agrawala
Prateek Arora

2. Evolution of Motorola
• Founded in 1983 by CEO Bob Galvin
• CI used in Moto helped in analysis on competitors move, industry and market
evolution, tech trends and solved many pending enquiries
• CI positioned at very senior level of the corporation
• Helps in strategy building, making strategic decisions, having a competitive
advantage and strategic competitor differentiation of intelligence.

3. Mission and Performance
• Providing Strategic intelligence
• Critical analysis on 5 key performance measures:
1. Evidence of impact on business decisions
2. Early warning of competitors moves
3. Identification analysis and recommendations on new growth opportunities
4. Influence and impact on strategic planning- short and long term
5. Counterintelligence and security awareness in global markets

4. ProvidingValue
v
al
u
e
Business
Research
Business Research
BusinessAnalysis
Core Business
Business execution
growth
Implications Recommendations
Business analysis

5. Responding to Challenges
• CI solved poor decision making by supporting top level executives with
critical and strategic information
• As Motorola expanded globally team members joined CI group from
Asia,Latin America and Europe
• As an integral part of Motorola’s centrally driven strategy team,the CI group
provided market and competitor analysis to support growth initiatives

6. Conclusion
• The CI department of Motorola can be seen as a professional entity that
supports or stimulates the fundamental culture and character of the
institution for long 26 years.
• The CI group remained as the ‘glue’ for the decentralized intelligence team
in the corporation.