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Competitive intelligence and Benchmarking

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Competitive intelligence and Benchmarking

  1. 1. Competitive intelligence B E N C H M A R K I N G
  2. 2. Competitive intelligence system Permanent process - Collection - Accumulation - Structuring - Analysis of data about internal and external environ of company - Provision to high management information 0 2
  3. 3. 0 3 Competitive Intelligence Tasks
  4. 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
  5. 5. 0 5 «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
  6. 6. 0 6 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. 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 0 7 SOLUTION PROVIDER
  8. 8. 0 8 Solutions and Software
  9. 9. 0 9 Solutions and Software
  10. 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) 1 0
  11. 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. 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. 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 1 3 STAGES
  14. 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. 15. Benchmarking in marketing 1 5 - COMPARISON OF GOODS’ PARAMETERS - COMPARISON OF GOODS’ QUALITY LEVEL - COMPARISON OF CONSUMERS’ SERVICE LEVEL - COMPARISON OF COMPANIES’ IMAGE
  16. 16. 1 6 Benchmarking of quality indicators
  17. 17. 1 7 Benchmarking of clients’ service level and Company’s image
  18. 18. Benchmarking organization 1 8

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