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Transcript of Competitive Intelligence
what is it?
COMPETITIVE INTELLIGENCE is the action of
defining, gathering, analysing and distributing
intelligence about competitors
why do it?
A commander who takes advantage of war
to gain personal fame and wealth, but does
not spend money for information about the
enemy is inhumane.
— Sun Tzu, "Art of War"
Competitive intelligence is a valuable input to any business
in defining strategic and tactical actions
how to do it?
our suggested framework
What do we want know?
vision & image
approach & proposition
cost & pricing
functions & features
traditionally we get
company website — product updates, press releases
industry publications — news features, white papers
analyst reports — market reports, industry views
newspapers — business mergers & deals, successes & failures
Where do we get the information?
but we could also
get them from
events — brochures, presentations, networking
dialogues — clients, external consultants
sales — win/loss analysis
social media — Twitter, blogs, YouTube, LinkedIn
procedure for gathering data
1. Gather/collect information.
this could be you!
2. Update information on CI WIKI on Sharepoint.
3. Forward soft and hard copies of information CI Gatekeeper in your region.
gatekeepers will be
nominated per region
4. Gatekeeper reviews new and update information on the CI WIKI.
What is the impact of the intelligence?
business plans & goals
understanding of perceptions
knowledge of capabilities
channels to market
Where do we keep the data?
How often are the updates?
as & when
where are we at?
defined the initial framework
setup the CI Wiki on Sharepoint
release the first quarterly report to all AWD associates worldwide
establish the CI virtual team with gatekeepers nominated for each region
finalise the framework
prepare for the next quarterly report, due around Nov
Genuinely interesting! It's really good to understand
where AWD sits in the marketplace and what our
competitors are up to.
Format, layout and content is very good — quick
and easy to read.
Include more information on product comparison.
Include AWD numbers in the graphs — even if it is bad news (0%) to see how we are doing in comparison with the competitors.
Setup a quarterly round table discussions with Solutions, Sales, Account Management and Operations present to develop messages that target perceptions of competitor strengths and weaknesses.
this could be you as well!
If you are ignorant of both your enemy and yourself,
then you are a fool and certain to be defeated in every battle.
If you know yourself, but not your enemy,
for every battle won, you will suffer a loss.
If you know your enemy and yourself,
you will win every battle.