Competitive Intelligence

Competitive Intelligence : 

Competitive Intelligence Dr. Elijah Ezendu FIMC, FCIM, FIIAN, FBDI, FAAFM, FCCM, MIMIS, MITD, ACIArb, ACIPM, PhD, DocM, MBA, CWM, CBDA, CMA, MPM, PME, CMC

Slide 2: 

“The ability to focus attention on important things is a defining characteristic of intelligence” - Robert J. Shiller, Irrational Exuberance

What is Competitive Intelligence? : 

What is Competitive Intelligence? “It’s the process of ethically collecting, analysing, and disseminating accurate, relevant, specific, timely, foresighted and actionable intelligence regarding the implications of business environment, competitors, and the organization itself” -Society of Competitive Intelligence Professionals

Why Intelligence? : 

Why Intelligence? Intelligence is usually ahead of its time, and exploits analytics pertaining to past behaviour for provision of much required insight into course of events.

Competitive Intelligence as a Product : 

Competitive Intelligence as a Product Competitive Intelligence is ethical, timely and useful value-added information on customers, competitors, other stakeholders in the competitive environment and the within the firm.

Competitive Intelligence as a Process : 

Competitive Intelligence as a Process In this case, it involves establishing intelligence needs, generating information, analysing and disseminating actionable intelligence to key decision makers, for building competitive advantage and boosting profitability.

Slide 7: 

“If you are ignorant of both your enemy and yourself, then you are a fool and certain to be defeated in every battle.” - Sun Tzu

Function of Intelligence : 

Function of Intelligence

7Ps of CI : 

7Ps of CI People Porism Plan Processes Prod Pathfinder Performance Source: Elijah Ezendu, Competitive Intelligence

Categories of Competitive Intelligence : 

Categories of Competitive Intelligence

Market Intelligence : 

Market Intelligence This highlights acquisition and analysis of information pertaining to trends, geopolitical issues and regulations in a firm’s market.

Competitor Intelligence : 

Competitor Intelligence This involves monitoring and analysis of key competitors, budding competitors, new competitors and probable competitors.

Reasons for Monitoring Competitors : 

Reasons for Monitoring Competitors Predict their next action Exploit their weaknesses Undermine their strength Blow up threats against them Undercut their opportunities

Partner Intelligence : 

Partner Intelligence This involves keeping tabs on every individual and organization that has a form of value network with the value chain of a particular firm.

Customer/Prospect Intelligence : 

Customer/Prospect Intelligence This embraces continuous identification and analysis of demographic factors, budget cycles, key internal influences and key focus areas of customers/prospects.

Technical Intelligence : 

Technical Intelligence It entails examining every accessible research and development report and allied technical application in order to keep track of competitive technical know-how, make out business alternatives, and generate appropriate and well-timed warning signal to decision makers.

Three Types of Intelligence : 

Three Types of Intelligence Recurrent Intelligence: It’s done to be abreast with activities and is not connected to a specific strategic or tactical decision. Reference Intelligence: It’s used as groundwork for specific strategic or tactical decision and regularly demanded. Strategic Intelligence: This encompasses broad spectrum of issues and is classically structured to a specific strategic decision.

Counterintelligence : 

Counterintelligence It’s a process of securing business secrets, plans, techniques, programmes and projects in order to ward-off adversary.

How does CI improve Business Performance? : 

How does CI improve Business Performance? Lessens costs Boosts sales Captures alliance opportunities Discover gainful acquisition prospect Clamps down on competitors’ profits and sales Enhances defensive strategies Improves organizational agility Achieve first-class status for higher prices Provides leverage for outwitting performance barrier

Overview of CI Process Models : 

Overview of CI Process Models Ashton and Stacey Business Intelligence Process Model 4Cs Process Model SCIP CI Process Model

Ashton and Stacey Business Intelligence Process Model : 

Ashton and Stacey Business Intelligence Process Model 2. Collect Source Materials 3. Analyze Source Data 1. Plan Intelligence Activities IntelligenceInformation Systems 4. Deliver Information Products 6. Evaluate Programme Performance 5. Apply Intelligence Results Impacts Needs Data NeedsTargetsSourcesMethods Information Feedback Intelligence Source: Arthur Weiss, A brief Guide to Competitive Intelligence

4Cs Process Model : 

4Cs Process Model Collection Definition and planning based on user requirements Raw information collection from primary and secondary sources as related to intelligence requirements Conversion Collate and catalogue data Integrate data with other related data elements Analyze, interpret and process data CI/Intelligence Information System Countering Utilization of intelligence in the decision making process Communications Disseminating data to relevant users Establishing feedback mechanisms to ensure that information matches needs Intelligence User Source: Arthur Weiss, A brief Guide to Competitive Intelligence

CI Conversion : 

CI Conversion Data Analyze Synthesize Information Insight Experience Intelligence Competitive Advantage

SCIP CI Process Model : 

SCIP CI Process Model Collect Data Information Intelligence Decision Results Compile Compile Compile Compile Knowledge Communicate Decision Maker Adapted from William Wilson, NextStep and Timothy W. Powell

Generic CI Process : 

Generic CI Process

CI Analytical Scheme : 

CI Analytical Scheme

CI Life Cycle : 

CI Life Cycle The average life cycle of CI projects is very small. Define Question (1 to 2 weeks) Gather Data (2 weeks) Organize Data (2 weeks) Synthesize and Filter Data (2 weeks) Analyze Proper Data (2 weeks) Prepare Findings (1 week) Identify Insights (1 week) Outline Recommendations (1 week) Draft CI Report (1 week) Assess and Approve Report (1 to 2 weeks)

Competitive Intelligence: The Bridge Between Information and Action : 

Competitive Intelligence: The Bridge Between Information and Action CompetitiveIntelligence Magazines Newswires SEC filingsWeb SitesCensusMarket ResearchNewspapers Business Intelligence SoftwareNews PortalsOnline Directories Vertical PortalsNews PortalsResearch Shops Competitor Profiling SWOT AnalysisTrend Analysis SimulationForecasting MonitoringTailoringArchiving CommunicationsBrandMarketing PositionHuman ResourcesSuppliersMergers/AcquisitionFinancial Product Dev.Business Dev.Public RelationsMarketing Information Source: ShiftCentral

Analysis Techniques Used in CI (1) : 

Analysis Techniques Used in CI (1) Environmental Analysis Scenario Analysis Macroenvironmental (STEEP) Analysis Issue Analysis Stakeholder Analysis Strategic Analysis GE Business Screen Matrix SWOT Analysis Industry Analysis BCG Growth/Share Portfolio Matrix Value Chain Analysis Strategic Group Analysis

Analysis Techniques Used in CI (2) : 

Analysis Techniques Used in CI (2) Competitor and Customer Analysis Competitor Analysis Customer Value Analysis Functional Capability and Resource Analysis Management Profiling Blindspot Analysis Customer Segmentation Analysis War Gaming Conjoint Analysis Win/Loss Analysis Financial Analysis Sustainable Growth Rate Analysis Financial Ratio and Statement Analysis Strategic Funds Programming

Analysis Techniques Used in CI (3) : 

Analysis Techniques Used in CI (3) Evolutionary Analysis Patent Analysis Experience Curve Analysis Product Life Cycle Analysis Growth Vector Analysis S-Curve (Technology Life Cycle) Analysis

Primary Sources of Data : 

Primary Sources of Data Observations Marketplace Surveys Interview with Internal Experts Journalists Discussion Forums Internet Blog Industry/Product/General Wiki Professional Institutes Trade Unions & Associations Customers Professionals within the industry Suppliers to the industry Competitors Stockbrokers Conferences

Secondary Sources of Data : 

Secondary Sources of Data Directories Trade Publications Newspapers Federal Office of Statistics Magazines Journals Newsletters Industry Periodicals Government Statements and Reports Annual Reports Online Databases Vendor’s Promotional Material Press Releases Websites Subscription News Feeds

CI Products and Deliverables : 

CI Products and Deliverables Early Warning Alerts Market Audits Industry Audits Customer Profiles Competitor Profiles Technology Profiles Supplier Profiles Competitive Benchmarking

Uses of Competitive Intelligence : 

Uses of Competitive Intelligence Acquisition and Prevention of Acquisition Merger Process Sales Business Modeling Strategic Alliances Manpower Development Organizational Development Strategic Course-Plotting Issues Monitoring Due Diligence Benchmarking Technology Assessment New Venture Development Satisfaction Surveys Environmental Scanning Business Opportunities and Risks Ascertainment Crafting Strategy Generic Business Development Programmes

12 Application Priorities of CI : 

12 Application Priorities of CI Current Competitor Activities and Strategy Monitoring Customers, Vendors and Other External Allied Monitoring Operational Performance and Benchmarking Product/Service Sales and Marketing Support Strategic Probabilities and Possible Futures Internal Knowledge Management Intellectual Property Exploitation and Protection Mergers, Acquisitions, Alliance and Investment Support Long-Term Market Prospects & Spotting Weak Signal Blindspots Counter-Intelligence & Information Security Legislative and Regulatory Activity as well as Impact on Business Issues Executive Decision-Support and Competitive Strategy Planning Source: Recon Competitive Intelligence Solutions

Friedman’s Information Layers : 

Friedman’s Information Layers

Requirements for Starting a CI Programme : 

Requirements for Starting a CI Programme Well-trained and empowered staff Access to resources Properly structured unit or department

Roles in the Intelligence Process : 

Roles in the Intelligence Process Core Roles Primary Researchers Secondary Researchers Integrators Analysts Supporting Roles Protectors Knowledge Builders System Builders Data Builders Decision Makers

Positioning an Intelligent Firm : 

Positioning an Intelligent Firm Source: Elijah Ezendu, Building Intelligent Firms

Competitive Intelligence Solution : 

Competitive Intelligence Solution An apposite Competitive Intelligence Solution provides a tested platform for conducting data-banking, synthesis, analysis, structured evaluation and sophisticated report generation. Examples of CI Solution Cipher Solution from Cipher Systems. ACIS from Coemergence Inc. Astragy from Astragy B.V. Comintell KXC from Comintell. Acuity from Acuity Software

Slide 42: 

Dr. Elijah Ezendu is a multidisciplinary professional whose business experience mounts through diverse fields. He is a Certified Management Consultant, licensed by International Council of Management Consulting Institutes which has a Special Consultative Status in United Nations Economic and Social Council. As a result of his strides in management consulting, he received Merit Award for Excellence in Consulting. He is concurrently Senior Partner, Shevach Consulting; Director of Strategy and Performance, Fortuna; Lead Assessor and Member of Governing Council, Institute of Management Consultants; Director of Training, International Council of Business Development Professionals; Member of Marketing Committee, International Council of Management Consulting Institutes; Honorary Global Advisor, International Project Management Commission; and Programme Coordinator (Nigeria), Regent Business School, South Africa. He holds a doctoral degree in Management from St. Clements University, British West Indies. He is a Chartered Manager certified by Canadian Institute of Management, Canada and holds numerous professional qualifications including Master Project Manager; Project Manager E-Business; Fellow, Institute of Management Consultants; Fellow, Certified Institute of Cost Management; Fellow, Institute of Business Development; Fellow, American Academy of Financial Management; Fellow, Institute of Internal Auditors; Member, Nigerian Institute of Training and Development; Member, Institute of Analytics Professionals; Associate, Chartered Institute of Personnel Management of Nigeria; Associate, Chartered Institute of Arbitrators (Nigeria). He is a Certified Business Development Analyst and Competitive Intelligence Professional. Additionally, he is an information technology management professional certified by Institute for the Management of Information Systems, UK along with Microsoft Corporation, USA and stands as a Member of International Association of Software Architects. He is an outstanding motivational speaker with a knack for recalibration of positive influence; and a world-class consultant, who has functioned as Speaker/Facilitator at myriad programmes of professional institutes, international development organisations, private and public firms including extra-governmental agencies and institutions. He is a prolific writer and author who had served as Editor-in-Chief, Cost Management Journal; Part-Time Lecturer & External Examiner (MBA Programme), Ladoke Akintola University of Technology; Director of MBA Programme (Nigerian Outreach), Management Institute of Canada; Chief Operating Officer, Rohan Marine; Second Vice President and Member of Governing Council, Certified Institute of Cost Management; Director of Programmes and Member of Governing Council, The Institute of Business Development; Director, Refined Shipping; and Examiner to various Professional Institutes.

Slide 43: 

Gracias Dr. Elijah Ezendu elezendu@yahoo.com, 234 8033024596, 234 8058835237