Description
A systematic and ethical program for gathering information about competitors and general business trends to further your own company’s goals.
Competitor Analysis
Competitor Analysis
Compaq
Apple
Sony
Dell
gobi
What is Competitive
What is Competitive
Intelligence?
Intelligence?
?
A systematic and ethical
A systematic and ethical
program for gathering
program for gathering
information about
information about
competitors and general
competitors and general
business trends to further
business trends to further
your own company’s goals
your own company’s goals
Why CI?
Why CI?
Playing the Game
Playing the Game
Better
Better
?
Focus on existing
Focus on existing
competitors/strategic
competitors/strategic
position
position
?
Leverage value chain
Leverage value chain
strengths
strengths
?
Incrementally improve
Incrementally improve
existing
existing
strategies/tactics
strategies/tactics
Play the Game
Play the Game
Diferently
Diferently
?
New market
New market
opportunity
opportunity
?
New customers
New customers
?
Develop/leverage new
Develop/leverage new
value chain strengths
value chain strengths
?
New
New
strategies/tactics
strategies/tactics
Competitor Intelligence
Competitor Intelligence
Pyramid
Pyramid
s
z
a Sources of ata
Sources of ata
Analysis of ata
Analysis of ata
!ecommendations
!ecommendations
!ecommendations !ecommendations
Analysis of ata Analysis of ata
Sources of ata
Sources of ata
Competitor Intelligence
Competitor Intelligence
Pyramid
Pyramid
?
Inustry experts/analysts
?
Inustry pu!lications
?
"rae shows/con#erences
?
$vertisements/P%
?
&niversity research centers
?
Financial
?
'ourt ocuments/patents
?
(uppliers/customers
?
Newspapers/!usiness wire
?
)elp wante as
?
%everse engineering la!s
!ecommendations !ecommendations
Analysis of ata
Analysis of ata
Sources of ata Sources of ata
Competitor Intelligence
Competitor Intelligence
Pyramid
Pyramid
?
*alue chain analysis
?
%atio analysis
?
Benchmarking
?
'ost analysis
?
"ren analysis
?
Personality pro+ling
?
,argaming/scenari
o planning
?
'ompetitive
!ehavior analysis
!ecommendations
!ecommendations
Analysis of ata Analysis of ata
Sources of ata Sources of ata
Competitor Intelligence
Competitor Intelligence
Pyramid
Pyramid
?
"rack -xisting %ivals
?
$nticipate New %ivals
?
In#orm (trategy.
?
Ienti#y
own/competitor/s
strengths/weaknesses
?
-arly warning system
?
Plan o# attack/retaliation
Who’s "ob Is It?
Who’s "ob Is It?
#op
#op
$%ecs
$%ecs
epartment
epartment
&anagers
&anagers
Pro'ect Pro'ect
&anagers &anagers
Independent
Independent
Consultants
Consultants
epartment
epartment
Sta(
Sta(
Planning )
*inance
Analysts
CI Parado%
CI Parado%
?
0any Glo!al 1222 companies
0any Glo!al 1222 companies
on/t have #ull3scale 'I units
on/t have #ull3scale 'I units
?
0ost Glo!al 1222 executives
0ost Glo!al 1222 executives
!elieve that success epens on.
!elieve that success epens on.
?
Looking ahea
Looking ahea
?
First3mover avantage
First3mover avantage
?
(trategic 4exi!ility an
(trategic 4exi!ility an
maneuvering
maneuvering
Future Objectives
How do our goals compare
to our competitors’ goals?
Where will emphasis be
placed in the future?
What is the attitude toward
risk?
Competitor Analsis
What drives the competitor?
Competitor Analysis
What is the competitor doing?
What can the competitor do?
Future Objectives
How do our goals
compare to our
competitors’ goals? Where will emphasis be
placed in the future?
What is the attitude
toward ris?
Current !trategy
How are they currently
competing?
"oes this strategy
support changes in the
competitive structure?
Competitor Analysis
What does the competitor believe
about itself and the industry?
Future Objectives
How do our goals
compare to our
competitors’ goals? Where will emphasis be
placed in the future?
What is the attitude
toward ris?
Current !trategy
How are we currently
competing?
"oes this strategy
support changes in the
competition structure?
"o we assume the future
will be volatile?
Are we assuming stable
competitive conditions?
What assumptions do our
competitors hold about the
industry and themselves?
Assumptions
Competitor Analysis
What are the competitor’s What are the competitor’s
capabilities? capabilities?
Future Objectives
How do our goals
compare to our
competitors’ goals? Where will emphasis be
placed in the future?
What is the attitude
toward ris?
Current !trategy
How are we currently
competing?
"oes this strategy
support changes in the
competition structure?
"o we assume the future
will be volatile?
Are we operating under
a status #uo?
What assumptions do our
competitors hold about the
industry and themselves?
Assumptions
What are my competitors’
strengths and weanesses?
How do our capabilities
compare to our
competitors?
Capabilities
Capabilities
Future Objectives
How do our goals
compare to our
competitors’ goals? Where will emphasis be
placed in the future?
What is the attitude
toward ris?
Current !trategy
How are we currently
competing?
"oes this strategy
support changes in the
competition structure?
"ynamic Head$to$Head %ivalry
"o we assume the future
will be volatile?
Are we operating under
a status #uo?
What assumptions do our
competitors hold about the
industry and themselves?
Assumptions
%esponse
%esponse
What will our competitors What will our competitors
do in the future? do in the future?
Where do we have a Where do we have a
competitive advantage? competitive advantage?
How will this change our How will this change our
relationship with our relationship with our
competition? competition?
Capabilities
Capabilities
What are my competitors’ What are my competitors’
strengths and weanesses? strengths and weanesses?
How do our capabilities How do our capabilities
compare to our compare to our
competitors? competitors?
Strategic +roup &ap, -eer
Strategic +roup &ap, -eer
.Pre/light 0 Pre/microbrew1
.Pre/light 0 Pre/microbrew1
!ark"Full
#ight
#ow $rice High $rice
Amber
%egular
Heineken
&iller
'ud
Old (will
)uinness
Strategic +roup &ap, -eer
Strategic +roup &ap, -eer
!ark"Full
#ight
#ow $rice High $rice
Amber
%egular
Old (will
)uinness
'lackened *oodoo
Anchor $orter
Amstel
Cardinal
&iller #ite
'ud +ce
(am Adams
'ass Ale
$ilsner ,r-uell
.illian’s %ed
%ed Wolf
Amber 'ock
#owenbrau
.illian’s 'rown
#owenbrau !ark
&ilwaukee’s
'est #ight
'ud
&iller
doc_368815213.ppt
A systematic and ethical program for gathering information about competitors and general business trends to further your own company’s goals.
Competitor Analysis
Competitor Analysis
Compaq
Apple
Sony
Dell
gobi
What is Competitive
What is Competitive
Intelligence?
Intelligence?
?
A systematic and ethical
A systematic and ethical
program for gathering
program for gathering
information about
information about
competitors and general
competitors and general
business trends to further
business trends to further
your own company’s goals
your own company’s goals
Why CI?
Why CI?
Playing the Game
Playing the Game
Better
Better
?
Focus on existing
Focus on existing
competitors/strategic
competitors/strategic
position
position
?
Leverage value chain
Leverage value chain
strengths
strengths
?
Incrementally improve
Incrementally improve
existing
existing
strategies/tactics
strategies/tactics
Play the Game
Play the Game
Diferently
Diferently
?
New market
New market
opportunity
opportunity
?
New customers
New customers
?
Develop/leverage new
Develop/leverage new
value chain strengths
value chain strengths
?
New
New
strategies/tactics
strategies/tactics
Competitor Intelligence
Competitor Intelligence
Pyramid
Pyramid
s
z
a Sources of ata
Sources of ata
Analysis of ata
Analysis of ata
!ecommendations
!ecommendations
!ecommendations !ecommendations
Analysis of ata Analysis of ata
Sources of ata
Sources of ata
Competitor Intelligence
Competitor Intelligence
Pyramid
Pyramid
?
Inustry experts/analysts
?
Inustry pu!lications
?
"rae shows/con#erences
?
$vertisements/P%
?
&niversity research centers
?
Financial
?
'ourt ocuments/patents
?
(uppliers/customers
?
Newspapers/!usiness wire
?
)elp wante as
?
%everse engineering la!s
!ecommendations !ecommendations
Analysis of ata
Analysis of ata
Sources of ata Sources of ata
Competitor Intelligence
Competitor Intelligence
Pyramid
Pyramid
?
*alue chain analysis
?
%atio analysis
?
Benchmarking
?
'ost analysis
?
"ren analysis
?
Personality pro+ling
?
,argaming/scenari
o planning
?
'ompetitive
!ehavior analysis
!ecommendations
!ecommendations
Analysis of ata Analysis of ata
Sources of ata Sources of ata
Competitor Intelligence
Competitor Intelligence
Pyramid
Pyramid
?
"rack -xisting %ivals
?
$nticipate New %ivals
?
In#orm (trategy.
?
Ienti#y
own/competitor/s
strengths/weaknesses
?
-arly warning system
?
Plan o# attack/retaliation
Who’s "ob Is It?
Who’s "ob Is It?
#op
#op
$%ecs
$%ecs
epartment
epartment
&anagers
&anagers
Pro'ect Pro'ect
&anagers &anagers
Independent
Independent
Consultants
Consultants
epartment
epartment
Sta(
Sta(
Planning )
*inance
Analysts
CI Parado%
CI Parado%
?
0any Glo!al 1222 companies
0any Glo!al 1222 companies
on/t have #ull3scale 'I units
on/t have #ull3scale 'I units
?
0ost Glo!al 1222 executives
0ost Glo!al 1222 executives
!elieve that success epens on.
!elieve that success epens on.
?
Looking ahea
Looking ahea
?
First3mover avantage
First3mover avantage
?
(trategic 4exi!ility an
(trategic 4exi!ility an
maneuvering
maneuvering
Future Objectives
How do our goals compare
to our competitors’ goals?
Where will emphasis be
placed in the future?
What is the attitude toward
risk?
Competitor Analsis
What drives the competitor?
Competitor Analysis
What is the competitor doing?
What can the competitor do?
Future Objectives
How do our goals
compare to our
competitors’ goals? Where will emphasis be
placed in the future?
What is the attitude
toward ris?
Current !trategy
How are they currently
competing?
"oes this strategy
support changes in the
competitive structure?
Competitor Analysis
What does the competitor believe
about itself and the industry?
Future Objectives
How do our goals
compare to our
competitors’ goals? Where will emphasis be
placed in the future?
What is the attitude
toward ris?
Current !trategy
How are we currently
competing?
"oes this strategy
support changes in the
competition structure?
"o we assume the future
will be volatile?
Are we assuming stable
competitive conditions?
What assumptions do our
competitors hold about the
industry and themselves?
Assumptions
Competitor Analysis
What are the competitor’s What are the competitor’s
capabilities? capabilities?
Future Objectives
How do our goals
compare to our
competitors’ goals? Where will emphasis be
placed in the future?
What is the attitude
toward ris?
Current !trategy
How are we currently
competing?
"oes this strategy
support changes in the
competition structure?
"o we assume the future
will be volatile?
Are we operating under
a status #uo?
What assumptions do our
competitors hold about the
industry and themselves?
Assumptions
What are my competitors’
strengths and weanesses?
How do our capabilities
compare to our
competitors?
Capabilities
Capabilities
Future Objectives
How do our goals
compare to our
competitors’ goals? Where will emphasis be
placed in the future?
What is the attitude
toward ris?
Current !trategy
How are we currently
competing?
"oes this strategy
support changes in the
competition structure?
"ynamic Head$to$Head %ivalry
"o we assume the future
will be volatile?
Are we operating under
a status #uo?
What assumptions do our
competitors hold about the
industry and themselves?
Assumptions
%esponse
%esponse
What will our competitors What will our competitors
do in the future? do in the future?
Where do we have a Where do we have a
competitive advantage? competitive advantage?
How will this change our How will this change our
relationship with our relationship with our
competition? competition?
Capabilities
Capabilities
What are my competitors’ What are my competitors’
strengths and weanesses? strengths and weanesses?
How do our capabilities How do our capabilities
compare to our compare to our
competitors? competitors?
Strategic +roup &ap, -eer
Strategic +roup &ap, -eer
.Pre/light 0 Pre/microbrew1
.Pre/light 0 Pre/microbrew1
!ark"Full
#ight
#ow $rice High $rice
Amber
%egular
Heineken
&iller
'ud
Old (will
)uinness
Strategic +roup &ap, -eer
Strategic +roup &ap, -eer
!ark"Full
#ight
#ow $rice High $rice
Amber
%egular
Old (will
)uinness
'lackened *oodoo
Anchor $orter
Amstel
Cardinal
&iller #ite
'ud +ce
(am Adams
'ass Ale
$ilsner ,r-uell
.illian’s %ed
%ed Wolf
Amber 'ock
#owenbrau
.illian’s 'rown
#owenbrau !ark
&ilwaukee’s
'est #ight
'ud
&iller
doc_368815213.ppt