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Competitive Intelligence Methods

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Hal Kirkwood

on 22 October 2017

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Transcript of Competitive Intelligence Methods

Competitive Intelligence Methods
5 Forces Analysis
Supplier Power
Buyer Power
Threat of New Entrants
Threat of Substitutes
Degree of Rivalry
STEEP Analysis
Competitive Intelligence Methods
Timeline Analysis

Investment Analysis, SEC Filings, & Private Company Research

Social Media Audit

Five Forces Analysis


4 Corners Competitor Analysis
4 Corners Competitor Analysis
Main Objectives
Identify competitors future plans and strategy
Predict likely reactions to your's and other rivals' competitive initiatives
Determine a match between a competitor's strategy and capabilities
Understand a competitor's weaknesses, resource gaps, blind spots, and/or vulnerabilities
Strategic Analysis Tools. Topic Gateway Series No. 34
CIMA http://www.cimaglobal.com/Documents/ImportedDocuments/cid_tg_strategic_analysis_tools_nov07.pdf.pdf
The model can be used to:
develop a profile of the likely strategy changes a competitor might make and how successful they may be
determine each competitor’s probable response to the range of feasible strategic moves other competitors might make
determine each competitor’s probable reaction to the range of industry shifts and environmental changes that may occur.
Demographics, culture, literacy, education, customs, beliefs, values, ethics, lifestyles, age distribution, geographic distribution, and mobility
Pace of change is often slow
Affects some industries more than others

Digital communication, biotechnology, chemicals, energy & medicine, and more
Compounded by the impact of science & technology on product & process innovation
Can cause major disruptions in otherwise stable marketplaces
Pace of change can be fast

Distribution methods & uses of resources
Influenced by balance of payment issues, empoyment, exchange, interest & inflation rates, credit availability, fiscal & monetary policies, debt, spending patterns, etc

Physical & biological environments, including global climate, sustainable developmet, cradle to grave product life cycles, recycling, pollution, and biotechnology advances.

Government & public attitudes towards industries, efforts by interest groups, regulatory climate, platforms of political parties
Usually critical because public institutions can dramatically influence the nature or type of market competition
Favorite CI Analytic Tools that Deliver Value. SLA Annual Conference. July 18, 2012. Michel Bernaiche & Fred Wergeles
Social Media Audit
is talking - company, consumer, competitor
social media channel
type of content (article, photo, video) and the sentiment (positive, negative, neutral)
frequency of activity
purpose of the message (awareness, promotion, complaint, praise)

Lacta Case Study
Notice that these questions cover a broad array of topics and concepts. They are also very subjective and open to interpretation. Thus 4 Corners requires looking at a wide array of possible information sources and resources to attempt to find information relevant in each quadrant.
Example KIQs
Combining Methods
It is possible to combine competitive intelligence methods for a more comprehensive and aggregated overview for a more informed analysis.
Here is a combined 5 Forces and PEST Analysis
SEC Filing Research
10Ks and 10qs contain valuable metrics and narrative
Benchmarking against financial data is a valuable litmus test
Aids in identifying risks and opportunities
you must use caution for bias and intentionally misleading numbers
Private Company Research
focus on individuals
search local media and general business publications
investigate Web site history
track current Web site changes
availability of information can be inconsistent or non-existent
Sustaining vs Disrupting
Timeline Analysis
Quesenberry, K.A. Conducting a Social Media Audit. Harvard Business Review Nov. 18, 2015.
- helps you to study data in a chronological and evolutionary context
- allows you to see potential relationships, spur memory, and grasp sequence
- used in conjunction with other methods wihtin the overall process
Strength & Advantages

Spot relationships among multiple organizational actors
Identify trends and patterns over time
Spot discontinuities
Differentiate between the analysis of facts and resultant conclusions
Identify matters requiring further analysis
Weigh discrete events
Anticipate likely future events
Weaknesses & Limitations

Determining which events should or should not be included
Determining the starting point
Non-events can be important
Analysis tends to be post-event to deconstruct what led to the critical event
Difficulty in predicting the future
- a systematic examination of social data to help marketers discover, categorize, and evaluate social communication about a brand

Investment Analyst Reports
they study publicly traded companies and make recommendations on the securities of those companies
they promote the efficiency of our markets by ferreting out facts and offering valuable insights on companies and industry trends
you must use caution for bias and potential conflicts of interest
Full transcript