This document discusses competitive intelligence and benchmarking. It describes competitive intelligence as a permanent process of collecting, accumulating, structuring, and analyzing internal and external data about a company to provide high-level management with information. It lists common competitive intelligence tasks like researching competitors, new clients/markets, technologies, and suppliers. Benchmarking is defined as comparing business processes, quality indicators, client service levels, and company image to competitors and leaders in other industries. The document provides examples of benchmarking types and outlines benchmarking as a multi-step process of defining objectives, identifying benchmarking partners, collecting information, analyzing it, and applying learnings.

1. Competitive
intelligence
B E N C H M A R K I N G

2. Competitive
intelligence
system
Permanent process
- Collection
- Accumulation
- Structuring
- Analysis of data about
internal and external environ of
company
- Provision to high management
information
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3. 0 3
Competitive Intelligence Tasks

4. 0 4
The research of market’s players
Profile characteristics of main competitors and their plans
Potential competitors from other branches
New clients, there needs and future interests
Branch’s and client’s opinion about company’s advantages
New providers and distributors
Development of new technologies and products

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«Early Warning» Information
The areas of possible technological breakthroughs that could affect the
competitiveness of products
The condition and performance of key suppliers, possible violations of raw
materials and components
Changes in company’s perception and its services for clients/competitors
Information about possible alliances and purchases
Interests, efforts of other companies toward yours

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Decision-
making
support
- Formation of a global
competitive strategy
- How and with whom to interact
- Development of local and
international markets
- Strategic investment decisions
(possible alternative sources of
future investment)
- Whether to increase production
capacity
- Product development program
(the status of competing
technologies)

7. SCIP – Strategic and Competitive
Intelligence Professionals
- A l l i s I n f o r m a t i o n
M a n a g e m e n t ( A I M )
- A l p h a S e n s e
- B l u e o c e a n M a r k e t
I n t e l l i g e n c e
- C i p h e r S y s t e m s
- C o m i n t e l l i
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SOLUTION
PROVIDER

8. 0 8
Solutions and Software

9. 0 9
Solutions and Software

10. Benchmarking
- The term appeared in 1972
(Institute of Strategic Planning
Cambridge)
- 1992 was founded the
International Benchmarking
Center
- 1994 the Global Benchmarking
Network (GBN) was established
as the community of
independent Benchmarking
Centers (From more than 20
countries worldwide)
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11. 1 1
Benchmarking Code
Law – the absent of illegal collection of information
Exchange – never ask anything if you can’t give something to exchange
Confidence
Usage – information can be used only for benchmarking aims
Contract types – only designated people can deal with exchange the
information
Preparation – the exchange benchmarking report must be agreed on

12. 1 2
Benchmarking types
i n t e r n a l
b e n c h m a r k i n g
g l o b a l
b e n c h m a r k i n g
c o m m o n
b e n c h m a r k i n g
f u n c t i o n a l
b e n c h m a r k i n g
a s s o c i a t i v e
b e n c h m a r k i n g
b e n c h m a r k i n g o f
c o m p e t i t i v e n e s s

13. Benchmarking as a Process
1 . O b j e c t d e f i n i t i o n o f s u p e r i o r i t y a n a l y s i s –
W h a t ?
2 . I d e n t i f y i n g p a r t n e r s o f s u p e r i o r i t y
a n a l y s i s – W i t h w h o m ?
3 . C o l l e c t i o n o f i n f o r m a t i o n
4 . A n a l y s i s o f i n f o r m a t i o n
5 . P u r p o s e f u l c a r r y i n g o u t r e c e i v e d d a t a
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STAGES

14. 1 4
Business-processes important for
benchmarking
Working with clients
Information systems
Working with staff
Improvement of all business-processes
Service centers
Productivity measuring
Staff politics
Production
Human resources
Project management
Satisfaction
Technology
Trainings
Management
Systems of clients retention
Modernization
Staff
Assembling

15. Benchmarking in marketing
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- COMPARISON OF GOODS’ PARAMETERS
- COMPARISON OF GOODS’ QUALITY LEVEL
- COMPARISON OF CONSUMERS’ SERVICE LEVEL
- COMPARISON OF COMPANIES’ IMAGE

16. 1 6
Benchmarking of quality
indicators

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Benchmarking of clients’ service
level and Company’s image

18. Benchmarking organization
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