The document discusses a webinar on using competitor response modeling to forecast potential actions by competitors. It provides an overview of the competitor response modeling process, which involves identifying competitors and their goals, developing hypotheses about potential responses, analyzing competitors' capabilities, prioritizing the most likely responses, and identifying indicators to monitor responses. The webinar will use a case study of competition in the quick serve breakfast restaurant industry to illustrate how the modeling process is applied.
Our latest biopharma-partnering survey highlights the qualities that sell-side companies are looking for in a licensing partner and ranks the industry’s top-tier partners.
View our infographic for highlights from the survey: http://on.bcg.com/14BlGJ8.
The New Creatives Report - Creative ProfessionalsAdobe
These are the findings from an Adobe-commissioned U.S. survey of more than 1,000 creative professionals and 500 students in creative disciplines. The study provides insights into the attitudes and beliefs of the creative vanguard – including graphic designers, illustrators, Web designers, photographers and video professionals – about the future of the creative industry.
See "The New Creatives Report June 2014 - Student Findings" for deeper details on what the students had to say about the future of the creative industry: http://slidesha.re/1nf3okd
Retail's New Imperative: Supply Chain Optimization as a Growth StrategyJDA Software
At the inflection point of retail's evolution, how are visionary CEOs from around the world preparing to manage and grow their enterprises in an increasingly complex omni-channel world? To better understand their viewpoints, JDA Software recently commissioned PwC and Forbes to conduct a global retail CEO survey.
The resulting report by Forbes Insights: Retail's New Imperative: Supply Chain Optimization as a Growth Strategy, revealed that supply chain has become a mission-critical area for these CEOs to get ahead of market disruptions, adapt to the changing retail environment and establish a new foundation for growth. Download the full report.
In producing this research whitepaper Target Group asked 100 marketing
professionals at middle manager level and above working in the insurance
industry (i.e. insurers, underwriters, aggregators and distributors) what
their hopes, plans, fears were for the industry in the future. It became clear
that most felt that an ‘innovation wave’ driven by the four D’s of dynamic
products, distribution patterns, data and disruptive new technology was
on its way and that it would have a signifi cant impact on the future
direction of insurance when it comes to providers, products and routes to
market.
Target’s survey shows that while almost all insurers continue to develop
new products and services, just one in five (19%) consistently bring them
to market quickly enough to keep pace with market change. This is a
dangerous position for an industry on the crest of an “innovation wave”
that could rival that brought by the adoption of the computer in the 1960s.
Telematics, wearable devices, big data, car collision sensors, the Internet
of things: these developments are fundamentally altering the market’s
future. The question is whether they will be led by the existing players in the
industry, or by industry challengers.
For all the Buzz about #BigData, who are the content marketers that are actually making money out of them? Who’s successfully scratching the surface of “Marketing’s $200 Billion Opportunity”? Swipe in and find out.
Get content. Get sQills: http://www.sqills.be, info@sqills.be
Our latest biopharma-partnering survey highlights the qualities that sell-side companies are looking for in a licensing partner and ranks the industry’s top-tier partners.
View our infographic for highlights from the survey: http://on.bcg.com/14BlGJ8.
The New Creatives Report - Creative ProfessionalsAdobe
These are the findings from an Adobe-commissioned U.S. survey of more than 1,000 creative professionals and 500 students in creative disciplines. The study provides insights into the attitudes and beliefs of the creative vanguard – including graphic designers, illustrators, Web designers, photographers and video professionals – about the future of the creative industry.
See "The New Creatives Report June 2014 - Student Findings" for deeper details on what the students had to say about the future of the creative industry: http://slidesha.re/1nf3okd
Retail's New Imperative: Supply Chain Optimization as a Growth StrategyJDA Software
At the inflection point of retail's evolution, how are visionary CEOs from around the world preparing to manage and grow their enterprises in an increasingly complex omni-channel world? To better understand their viewpoints, JDA Software recently commissioned PwC and Forbes to conduct a global retail CEO survey.
The resulting report by Forbes Insights: Retail's New Imperative: Supply Chain Optimization as a Growth Strategy, revealed that supply chain has become a mission-critical area for these CEOs to get ahead of market disruptions, adapt to the changing retail environment and establish a new foundation for growth. Download the full report.
In producing this research whitepaper Target Group asked 100 marketing
professionals at middle manager level and above working in the insurance
industry (i.e. insurers, underwriters, aggregators and distributors) what
their hopes, plans, fears were for the industry in the future. It became clear
that most felt that an ‘innovation wave’ driven by the four D’s of dynamic
products, distribution patterns, data and disruptive new technology was
on its way and that it would have a signifi cant impact on the future
direction of insurance when it comes to providers, products and routes to
market.
Target’s survey shows that while almost all insurers continue to develop
new products and services, just one in five (19%) consistently bring them
to market quickly enough to keep pace with market change. This is a
dangerous position for an industry on the crest of an “innovation wave”
that could rival that brought by the adoption of the computer in the 1960s.
Telematics, wearable devices, big data, car collision sensors, the Internet
of things: these developments are fundamentally altering the market’s
future. The question is whether they will be led by the existing players in the
industry, or by industry challengers.
For all the Buzz about #BigData, who are the content marketers that are actually making money out of them? Who’s successfully scratching the surface of “Marketing’s $200 Billion Opportunity”? Swipe in and find out.
Get content. Get sQills: http://www.sqills.be, info@sqills.be
The Boston Consulting Group, MIT Sloan Management Review, and the United Nations Global Compact joined forces to provide an inside look at how companies are dealing with sustainability issues: http://on.bcg.com/1Ci1R8l.
Business Pulse - Dual perspectives on the top 10 risks and opportunities 2013...EY
Business Pulse explores the top 10 risks and opportunities faced by global organizations over the next few years.
Ernst & Young’s Business Pulse report is based on a large sample survey of companies in 21 countries and across various industry sectors.
The report takes the pulse of:
• Current thinking on risks and opportunities and emerging challenges
• Dual perspective on the themes arising from the top 10 lists
• Expectations from industry executives and Ernst & Young specialists
Read this presentation to conduct a self-assessment for your business and download the report at: http://goo.gl/CSKGQ
Pharma’s future has never looked more promising – or more ominous.
Major scientific, technological and socioeconomic changes will revive
the industry’s fortunes in another decade, but capitalising on these
trends will entail making crucial decisions first
A Positive Outlook: Fourth Annual State of the Retail Supply Chain ReportJDA Software
What's top of mind for retail executives? Enhancing fulfillment capabilities. Nearly 90 percent of retailers say that direct-to-consumer fulfillment issues will command a greater level of attention from their supply chain management teams to support online and mobile sales. This according to The Fourth Annual The State of the Retail Supply Chain Study, a JDA sponsored study conducted by Auburn University and the Retail Industry Leaders Association.
For more information about the report and how you can achieve Retail. In Sync. with JDA, visit:
http://now.jda.com/RILA-AuburnStudy-2014.html
18th Annual Global CEO Survey - Technology industry key findingsPwC
Tech CEOs are optimistic about the global economy and both near term and future revenue growth. They view strategic alliances, including partnering with competitors, as a primary means to grow their businesses. We invite you to explore the analysis and contact us to discuss how we can help your business capitalise on the new - but challenging - opportunities for growth. Learn more http://pwc.to/1DaolqY
Website: http://www.pwc.com/gx/en/ceo-survey/2015/industry/technology.jhtml
Health Services Tax Conference May 18-19, 2015, Presentations included: Mega Trends and the Impact on Healthcare, The Healthcare Industry: A View from Washington and The New Health Economy.
BCG's 2014 Local Dynamos are formidable competitors, defeating foreign and local companies with a comprehensive understanding of their own backyards and a willingness to “go for it.” Global companies seeking to compete in these markets must emulate the characteristics of the Local Dynamos while emphasizing their core advantages as MNCs.
For further reading: https://www.bcgperspectives.com/content/articles/globalization_consumer_products_2014_bcg_local_dynamos_how_companies_emerging_markets_winning_home/.
The insurance industry is undergoing fundamental transformation as it comes up against the impact of new regulation, new technology, accelerating shifts in consumer demand and mounting competition from digitally-enabled new entrants. In the face of so many disruptive challenges, it’s important not to lose sight of the huge opportunities they’re creating for insurers. Companies from other industries will be looking to your risk insight and expertise to help them navigate an increasingly complex and uncertain business and geopolitical landscape. You’re also in the pole position to capitalise on the new generation of analytics, sensor connectivity, and machine learning technologies that are set to revolutionise our lives. To make the most of these opportunities, it’s important to look beyond the traditional boundaries of the insurance business to embrace new ways of working, new ways of interacting with customers, and whole new possibilities in what your business can deliver.
Summary: Even in a time of high biopharma valuations, adopting an activist mentality adds rigor to capital allocation and strategic decision-making, improving not just returns to shareholders but long-term value creation. Therefore, biopharma management teams and boards of directors should proactively assess the “fitness” of their capital allocation strategies and their alignment with operational performance goals by taking an outsider’s view of the business even when times are good — and before a material stumble provides a compelling reason for an outsider to act. For more on this topic, go to http://www.ey.com/GL/en/Industries/Life-Sciences/EY-vital-signs-how-fit-is-your-capital-allocation-strategy.
Creatives in Japan: Turning Technology In the Face of ChangeAdobe
We surveyed over 300 Japanese creative professionals to find out how they're navigating the pace of change and new technology shifts. This report shares key findings and dives in for a deeper look.
How to Use Data Analytics and Response Models to Reach, Realize, and Retain C...Caserta
Caserta Concepts (http://casertaconcepts.com/) and PNT Marketing Services (http://www.pntmarketingservices.com/), a leading provider of Customer Intelligence-based database marketing and analytic services, discussed how to turn your customer data into increased sales with predictive analytics and response modeling in a recent webinar.
Marketing Mix Models In a Changing EnvironmentAquent
Marketing Mix Models have been used successfully for years at consumer package goods (CPG) companies to increase their marketing effectiveness and efficiency. The four Ps (Product, Placement, Price, and Promotion) were as far as the models needed to go. Broad–based media was and is very expensive, which kept competition to a minimum. However, the marketing environment has changed in many ways and must be considered when looking to these models to improve marketing performance.
Stimulus-response Model Of Buyer Behavior
The Five Values Influencing Consumer Choice Behavior
Solomon Model Of Comparison Process
Nicosia Model
Howard-sheth Model
Engel-kollat-blackwell Model
The Digital Future: a game plan for consumer packaged-goodsAidelisa Gutierrez
The CPG industry is fast approaching a tipping point;
companies need to plan for a “1-5-10” market in the U.S.
over the next five years. The experience of other sectors
demonstrates that early movers often establish tough-totrump
positions and advantages.
The Boston Consulting Group, MIT Sloan Management Review, and the United Nations Global Compact joined forces to provide an inside look at how companies are dealing with sustainability issues: http://on.bcg.com/1Ci1R8l.
Business Pulse - Dual perspectives on the top 10 risks and opportunities 2013...EY
Business Pulse explores the top 10 risks and opportunities faced by global organizations over the next few years.
Ernst & Young’s Business Pulse report is based on a large sample survey of companies in 21 countries and across various industry sectors.
The report takes the pulse of:
• Current thinking on risks and opportunities and emerging challenges
• Dual perspective on the themes arising from the top 10 lists
• Expectations from industry executives and Ernst & Young specialists
Read this presentation to conduct a self-assessment for your business and download the report at: http://goo.gl/CSKGQ
Pharma’s future has never looked more promising – or more ominous.
Major scientific, technological and socioeconomic changes will revive
the industry’s fortunes in another decade, but capitalising on these
trends will entail making crucial decisions first
A Positive Outlook: Fourth Annual State of the Retail Supply Chain ReportJDA Software
What's top of mind for retail executives? Enhancing fulfillment capabilities. Nearly 90 percent of retailers say that direct-to-consumer fulfillment issues will command a greater level of attention from their supply chain management teams to support online and mobile sales. This according to The Fourth Annual The State of the Retail Supply Chain Study, a JDA sponsored study conducted by Auburn University and the Retail Industry Leaders Association.
For more information about the report and how you can achieve Retail. In Sync. with JDA, visit:
http://now.jda.com/RILA-AuburnStudy-2014.html
18th Annual Global CEO Survey - Technology industry key findingsPwC
Tech CEOs are optimistic about the global economy and both near term and future revenue growth. They view strategic alliances, including partnering with competitors, as a primary means to grow their businesses. We invite you to explore the analysis and contact us to discuss how we can help your business capitalise on the new - but challenging - opportunities for growth. Learn more http://pwc.to/1DaolqY
Website: http://www.pwc.com/gx/en/ceo-survey/2015/industry/technology.jhtml
Health Services Tax Conference May 18-19, 2015, Presentations included: Mega Trends and the Impact on Healthcare, The Healthcare Industry: A View from Washington and The New Health Economy.
BCG's 2014 Local Dynamos are formidable competitors, defeating foreign and local companies with a comprehensive understanding of their own backyards and a willingness to “go for it.” Global companies seeking to compete in these markets must emulate the characteristics of the Local Dynamos while emphasizing their core advantages as MNCs.
For further reading: https://www.bcgperspectives.com/content/articles/globalization_consumer_products_2014_bcg_local_dynamos_how_companies_emerging_markets_winning_home/.
The insurance industry is undergoing fundamental transformation as it comes up against the impact of new regulation, new technology, accelerating shifts in consumer demand and mounting competition from digitally-enabled new entrants. In the face of so many disruptive challenges, it’s important not to lose sight of the huge opportunities they’re creating for insurers. Companies from other industries will be looking to your risk insight and expertise to help them navigate an increasingly complex and uncertain business and geopolitical landscape. You’re also in the pole position to capitalise on the new generation of analytics, sensor connectivity, and machine learning technologies that are set to revolutionise our lives. To make the most of these opportunities, it’s important to look beyond the traditional boundaries of the insurance business to embrace new ways of working, new ways of interacting with customers, and whole new possibilities in what your business can deliver.
Summary: Even in a time of high biopharma valuations, adopting an activist mentality adds rigor to capital allocation and strategic decision-making, improving not just returns to shareholders but long-term value creation. Therefore, biopharma management teams and boards of directors should proactively assess the “fitness” of their capital allocation strategies and their alignment with operational performance goals by taking an outsider’s view of the business even when times are good — and before a material stumble provides a compelling reason for an outsider to act. For more on this topic, go to http://www.ey.com/GL/en/Industries/Life-Sciences/EY-vital-signs-how-fit-is-your-capital-allocation-strategy.
Creatives in Japan: Turning Technology In the Face of ChangeAdobe
We surveyed over 300 Japanese creative professionals to find out how they're navigating the pace of change and new technology shifts. This report shares key findings and dives in for a deeper look.
How to Use Data Analytics and Response Models to Reach, Realize, and Retain C...Caserta
Caserta Concepts (http://casertaconcepts.com/) and PNT Marketing Services (http://www.pntmarketingservices.com/), a leading provider of Customer Intelligence-based database marketing and analytic services, discussed how to turn your customer data into increased sales with predictive analytics and response modeling in a recent webinar.
Marketing Mix Models In a Changing EnvironmentAquent
Marketing Mix Models have been used successfully for years at consumer package goods (CPG) companies to increase their marketing effectiveness and efficiency. The four Ps (Product, Placement, Price, and Promotion) were as far as the models needed to go. Broad–based media was and is very expensive, which kept competition to a minimum. However, the marketing environment has changed in many ways and must be considered when looking to these models to improve marketing performance.
Stimulus-response Model Of Buyer Behavior
The Five Values Influencing Consumer Choice Behavior
Solomon Model Of Comparison Process
Nicosia Model
Howard-sheth Model
Engel-kollat-blackwell Model
The Digital Future: a game plan for consumer packaged-goodsAidelisa Gutierrez
The CPG industry is fast approaching a tipping point;
companies need to plan for a “1-5-10” market in the U.S.
over the next five years. The experience of other sectors
demonstrates that early movers often establish tough-totrump
positions and advantages.
StayinFront Leadership Perspective Roundtable Interview with Michael Del PrioreStayinFront
Michael Del Prior as Senior VP and CIO at Catalent Pharma Solutions shares his thoughts on the similarities and some of the key differences in terms of technology goals in the life sciences and consumer goods industries as a part of StayinFront’s Leadership Perspectives Series. He also talks about some of the technology drivers and disruptors in the same field.
# 1: Outside-in vs. Inside-out.
# 2: Trying things out vs. Planning.
# 3: Creative thinking vs. Analytical thinking.
# 4: Creativity vs. Efficiency.
# 5: Continuous change vs. Revolutionary change.
# 6: Collaboration vs. Competition.
# 7: Inclusive / involving vs. Exclusive / isolating.
# 8: Company perspective vs. Business unit perspective.
# 9: Self management vs. Hierarchical management.
# 10: Shape markets vs. Adapt to markets.
# 11: Long term focus vs. Short term focus.
# 12: Globalization vs. Localization.
Mapping the Evolution of Marketing in Response to the Connected Vehicle:
The automotive industry and its broad ecosystem of OEMs, suppliers, dealers and other affiliates is one of the largest marketing engines in the world. Technology has a storied history of disrupting marketing models and the revenue streams they drive and the connected vehicle has all the hallmarks of triggering a major watershed era. Who will control the new marketing channels? What new revenue stream could change enable? How will these new models change talent requirements within the marketing function?
Speaker: Kevin Sangsland, APR and vice president of Airfoil.
When it comes to social media analytics, agencies often lead the charge with ground-breaking research, thought-provoking findings, and state-of-the-art technology to help their clients grow.
Watch this webinar to hear how Ogilvy PR experts use what's new in social media analytics to help clients successfully reach their consumers with personalized, relevant messages. You'll learn best practices and success stories for brand health analysis, competitive intelligence, and campaign monitoring.
KEY TAKEAWAYS:
Sharpen your social analytics knowledge about brand health, competitive intelligence, and campaign monitoring
Hear how leading companies rely on social insights to yield a larger share of mind and wallet from their target customers
Learn how to segment your audience for personalized content and innovative measurement techniques
Intelligence Solutions Design - ATELIS-ICI Keynote 20110407Arik Johnson
Slides from April 6, 2011 keynote speech by Arik Johnson, Founder & Chairman of Aurora WDC and Managing Director of the Center for Organizational Reconnaissance (COR) to the Institute for Competitive Intelligence / ATELIS Conference in Bad Nauheim, Germany
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
How to Use Competitor Response Modeling to Forecast Competitor Actions Accurately
1. The Intelligence Collaborative
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How to Use Competitor
Response Modeling to
Accurately Forecast Potential
Competitor Actions
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// 18 September 2013
~ featuring ~
Fred Wergeles Dr. Craig Fleisher
2. The Intelligence Collaborative
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Fred Wergeles
Fred Wergeles is the founder and Principal of Fred Wergeles & Associates
LLC, a consulting practice that specializes in Strategic Planning and
Competitive Intelligence process improvement. He has over 25 years of
experience managing intelligence collection and analysis in support of
strategic decision making in both the federal government and a Fortune 100
corporation. He has advised companies in a diverse array of industries,
including utilities, telecommunications, insurance and financial services,
pharmaceuticals, advanced manufacturing, consumer products, and high
tech start-ups. Fred is an adjunct professor at the University of Hartford and
the President of a non-profit organization providing business analysis to
entrepreneurial start-ups. He is the Chair of the Connecticut SCIP chapter
and received the SCIP Fellows Award in 2012.
Email: fred@intelstrategy.com
The Intelligence Collaborative is the online learning and networking
community powered by Aurora WDC, our clients, partners and other friends
and dedicated to exploring how to apply intelligence methods to solve real-
world business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!
3. The Intelligence Collaborative
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α Use the Questions pane on your
GoToWebinar control panel and all
questions will be answered in the second
half of the hour.
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hashtag #IntelCollab or eavesdrop via
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α Slides will be available after the webinar for
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α To view the recording and download the PPT
file, please register for a trial membership at
http://IntelCollab.com.
Questions, Commentary & Content
4. The Intelligence Collaborative
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Agenda
► What is the Competitor Response Model?
► How can it help?
► Brief review of the analytical process
► How to use the results
► Summary, Q&A and Discussion
5. The Intelligence Collaborative
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What Does the Future Hold?
Good, Bad or Ugly -- Is It
Impossible to Predict What's
Ahead for the U.S. Economy?
Which Countries Are
Economic Winners
and Losers?
Nanotechnology's
Obstacles Are
Tremendous
Consumers Are
Paralyzed Over
Tax Doubt
Consumers Remain
Baffled By Health Law,
Poll Shows
Uncertainty Is Certain Next Year
Business Strategy in an
Uncertain Economy: Grow
for Today, or Grow for
Tomorrow?
Companies Fret Over
Uncertain Outlook
Direction of Dollar
Is Unclear
Lack of Grand Bargain
Complicates Obama's
Priorities
6. The Intelligence Collaborative
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“What’s going to happen next?”
"The only function
of economic
forecasting is to
make astrology
look respectable."
John Kenneth Galbraith
7. The Intelligence Collaborative
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What is a Competitor Response Model?
► Analytic tool to forecast potential
competitor actions
► Anticipate potential market reactions
► Identify key indicators of competitor
activity
► Helps companies plan product/marketing
strategies and counterstrategies
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“Any war plan that depends on the cooperation
of the enemy, is likely to fail.”
► How will our competitors react to our
new product launch?
• How will our competitors position their products
prior to our launch ?
• How will our competitors try to limit the success
of our new product ?
9. The Intelligence Collaborative
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The Competitor Response Modeling Process
Identify
Competitors
Goals
Objectives
Develop
Hypotheses
Scenarios
“What-ifs”
Analyze
Capabilities
Can They
Achieve their
Objectives ?
Develop
Possible
Response
Set
Prepare
Contingency
Strategies
Identify Key
Indicators
11. The Intelligence Collaborative
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Case Study: Quick Serve Restaurants
► Major fast food brands are battling for their
share of the highly contested breakfast
market: SBUX, McD, DD, Subway
► Wendy’s, Burger King and Taco Bell are the
new upstarts in the breakfast category
► 64% of Americans visited a quick-service
restaurant once for breakfast in 2011
► Over the years, each company has introduced
new items and strengthened existing items in
order to maintain market share and profits
► More recently, each company has dabbled in
using social media to promote its breakfast
offerings
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Case Details – “A New Wrinkle”
► Burger King is planning to launch
new premium coffee drinks and a
fortified “all-in-one” nutritional
breakfast meal – the
“Mega-Croissanwich”
► BK intends to launch a splashy
multi-media marketing blitz
including social media, TV, radio,
and newspaper spots.
The pre-launch buzz suggests this new entry may be a
game changer, striking a chord with the health-conscious,
on-the-go, all-important 18-40 demographic.
14. The Intelligence Collaborative
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CRM Step #1:
Define Market Objectives
► Market Share vs. Profit Margins
► Increase Revenues, Cash Flow
► New Customer Segments
► Image
► Innovation Leader
► Differentiation through product performance
► Low Cost provider
► Others
► Become #1 or #2 in every category
► Advocacy, Policy leader
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CRM Step #2:
Generate Hypotheses - Scenarios
► “Crystal Ball”
► Past Analogies
► Successes
► Failures
► But, avoid mirror imaging
► Leadership Analysis
Hypotheses:
Given their market objectives, what
might the competitors do?
Scenarios:
How, When, Where could they do it?
• Brainstorming with a creative team is key
• Explore all options
• There are no incorrect “answers”
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CRM Step #3:
Competitor Capabilities
► Financial Strength
► Manufacturing Capacity
► Distribution Capabilities
► Technological Resources
► Marketing & Sales Capabilities
► Management Team Experience
► Innovation and Market Leadership
► Alliances
17. The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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CRM Step #4:
“Triage”: Prioritizing the Responses
► Identify resources likely to be applied
to competitive responses
► Identify special circumstances,
conditions
► Eliminate hypothetical responses that
are not viable
► Rank potential responses
► Likelihood
► Impact
► Timing
18. The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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CRM Step #4:
Prioritize Potential Responses
Competitor or
Stakeholder
Product Objective Potential Response(s) Likelihood Impact Timing Rank
Traditional:
McDondalds
Egg McMuffin
Biscuit sandwiches
McGriddles
maintain or expand
share of customers'
breakfast QSR
spending
Additional advertising
Additional promos for curr. menu
"Me Too" nutritional sandwich
Abandon market – introduce truly
health conscious breakfasts
High
High
Moderate
Low
Moderate
Moderate
High
High
Near-term
Near-term
Mid-term
Near-term
Non-traditional:
Local Sit-down
Restaurant
Traditional breakfast menu
Add health conscious options
Offer more
comfortable (but more
expensive) experience
Additional (health conscious)
advertising in local papers
Additional promos for current & new
menu offerings
Moderate
Moderate
Low-moderate
Low-moderate
Near-term
Near-term
Stakeholder:
Center for
Science in the
Public Interest
Health Newsletter
Policy Advocacy
"organized voice of the
American public on
nutrition, food safety,
health and other
issues"
Campaign against the “Mega-
Croissanwich”
"Wall of Shame"
Low-to-
Moderate
Low-Moderate Near-term
19. The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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CRM Step #4:
Prioritize Potential Responses
Competitor or
Stakeholder
Product Objective Potential Response(s) Likelihood Impact Timing Rank
McDondalds
Egg McMuffin
Biscuit sandwiches
McGriddles
maintain or expand
share of customers'
breakfast QSR
spending
Additional advertising
Additional promos for curr. menu
"Me Too" nutritional sandwich
Abandon market – introduce truly
health conscious breakfasts
High
High
Moderate
Low
Moderate
Moderate
High
High
Near-term
Near-term
Mid-term
Near-term
Local Sit-down
Restaurant
Traditional breakfast menu
Add health conscious options
Offer more
comfortable (but more
expensive) experience
Additional (health conscious)
advertising in local papers
Additional promos for current & new
menu offerings
Moderate
Moderate
Low-moderate
Low-moderate
Near-term
Near-term
Center for
Science in the
Public Interest
Health Newsletter
Policy Advocacy
"organized voice of the
American public on
nutrition, food safety,
health and other
issues"
Campaign against the “Mega-
Croissanwich”
"Wall of Shame"
Low-to-
Moderate
Low-Moderate Near-term
20. The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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CRM Step #5:
Develop Intelligence Indicators
► How will scenarios play out?
► Under what circumstances?
► Identify specific “precursor” events
► Early Warning Indicators
► Develop Monitoring System
► Develop Alert Process
21. The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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CRM Step #6:
Develop Counterstrategies
► Plans in place to react to Intelligence
Indicators
► Prepare responses
► Offensive
► Defensive
► “War Gaming”
22. The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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Fred Wergeles
Thank you!
Now how about a little Q&A?
Email: fred@intelstrategy.com
The Intelligence Collaborative is the online learning and networking
community powered by Aurora WDC, our clients, partners and other friends
and dedicated to exploring how to apply intelligence methods to solve real-
world business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!