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Competitive Intelligence for Marketing Success

Chapter 3 discusses the importance of competitive intelligence (CI) in developing effective marketing strategies by gathering and analyzing information about competitors. It emphasizes the transformation of raw data into actionable intelligence to support decision-making and protect against competitors' intelligence efforts. The chapter outlines various functions of CI within organizations, including anticipating competitor activities and analyzing industry trends.

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Matee khan
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3 views8 pages

Competitive Intelligence for Marketing Success

Chapter 3 discusses the importance of competitive intelligence (CI) in developing effective marketing strategies by gathering and analyzing information about competitors. It emphasizes the transformation of raw data into actionable intelligence to support decision-making and protect against competitors' intelligence efforts. The chapter outlines various functions of CI within organizations, including anticipating competitor activities and analyzing industry trends.

Uploaded by

Matee khan
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Chapter 3

Competitive intelligence

Dr. Lakhi Muhammad


Objectives
This chapter explores
– the increasingly vital practice of competitive
intelligence and
– examines how organisations can use such a function
to support/develop successful marketing strategies.
– gathering, analysing and disseminating intelligence
relating to competitors’ strategies, goals, procedures
and products greatly underpins competitiveness.
Know the enemy and know yourself, in a hundred
battles you will never be defeated.
(Sun Tzu ‘The Art of War’ 400 BC)
What is competitive intelligence?

Competitive Intelligence is a structured, ethical


and legal process designed to gather, analyse and
distribute data/information relating to current and
potential, competitors.
• The key to successful CI is the ability to turn basic raw
data into actionable intelligence.
• Actionable intelligence involves providing decision
makers with timely, appropriate information which
facilitates action.
• CI stresses the need to protect business activities
against competitors’ intelligence gathering
operations.
CI’s useful functions within organisation
• Anticipating competitors’ activities
• Analysing industry trends
• Learning and innovation
• Improved communication
Kahaner (1997) concept of CI cycle
Sources of competitive information

• Public domain
• Internal
• Third party

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