Competitive Intelligence
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1 Competitive by S.W.Schilke Competitive Der Verdacht, dass die Realität, die man serviert, nicht die sei, für die sie sich ausgibt, wird wachsen. Theodor W.Adorno 2003 S.W.Schilke 1
2 Competitive by S.W.Schilke Vision Decision-making & Strategy processes CI Data Competitive Process M.Porters Five Forces Potential Entrants Threat new Entrants Suppliers Bargaining Power Industry Competitors Bargaining Power Buyers Rivalry Existing Among Firms Substitutes Threat Substitute 2003 S.W.Schilke 2
3 Competitive by S.W.Schilke B.Rausch STEEP Social Political Technological Environment the organisation Environmental Economic Economic Politcal Customer Legal Karl Albrecht Corporate Radar Competitor Technological Geophysical Social 2003 S.W.Schilke 3
4 Competitive by S.W.Schilke Anatomy Corporate Planing Reappraisal Master Plan Formulation economic mission Formulation competitive strategy Formulation competitive strategy Product market opportunities Potential market Competitors performance & capabilities Functional changes Feasibility comparisons Competitive advantage Performance potential comparison Alternative strategies Functional & Performance synergy Competitive strategy Specification program Action 1962 Gilmore & Brandenburg Development Planed Positive Negative Uncertainty Now Soon Future 2003 S.W.Schilke 4
5 Competitive by S.W.Schilke Data Dissemination Decision Strategy Initiation Gather feedback on the CI process Define Mission Implement Counter Process Get Support from Senior Management Sell the CI unit CI Marketing Competitive Implementation Project Select Project Manager & Establish Team Involve CI users & senior management Audit Needs Assessment Set-up Infrastructure for Dissemination Establish CI unit / function Implement the CI cycle / process (Framework) 2003 S.W.Schilke 5
6 Competitive by S.W.Schilke Initiating Planning Executing Definition Business Issues Identification the sources competitive data Controlling Closing Strategic Strategic Strategic Planning Planning Collection the data needed Technical Analysis the collected data from information to intelligence Tactical Data Dissemination the intelligence product Feedback & Evaluation Initiating Planning Executing Controlling Closing 1 Needs Identification Planning Gathering Collect Data & Feedback Analyse Data & Controlling during Execution Disseminate Closing & Feedback S.W.Schilke 6
7 Competitive by S.W.Schilke Balanced Scorecard Measurements for CI Objectives Measurement Target Initiatives Been first with new product launches Launching new products earlier then competitors Getting first mover advantage - make the competition look like "me too" Identify new product developments the competitor predict the product launch dates Identification R&D efforts competitors Knowledge about the R&D orientation and results the competitors Be aware the R&D areas competitors knowledge about their new product pipeline Monitoring patent applications & magazine articles, web sites, mailing list,... Strength What are our advantages? What do we do well? What do other people see as our strengths? Where are the good opportunities we are facing? What are the interesting trends we are aware? Weakness What could we improve? What do we do badly? What should we avoid? What obstacles do we face? Is changing technology threatening our position? Do we have bad debt or cash-flow problems? Opportunities Threats 2003 S.W.Schilke 7
8 Competitive by S.W.Schilke STEFFEN C H I L K E Steffen W. Schilke Ludwig Ruppel Str. 79 D Frankfurt / Main Telefon : Fax : Mobil : E@mail: E@mail: steffen@ steffen@schilke. schilke.net 2003 S.W.Schilke 8
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