Over the coming months we intend to inform you as much as we can everything to do with Competitive Intelligence.
Can you afford to take your eyes off rivals if you don’t want to lose market share?
Everyone one knows that business’s take an interest in what their rivals are up to.
Interesting; but do we really know what it really is?
That chat with a rival at a networking dinner or your rival’s latest piece of PR in press builds a picture, but is it the real picture? An increasing number of companies regardless of size and complexity, including your rivals are making use of Competitive Intelligence, to identify specific threats to their business, analyse their business landscape and fresh opportunities that wouldn’t come to light through traditional marketing research. Companies have been comparing themselves for hundreds of years, and Competitive Intelligence materialised as a profession in the United States during the 70s and has grown significantly throughout the world.
It is growing significantly in Great Britain. It is massive in Germany, which may tell it’s own story. The majority of the FT500 have some sort of Competitive Intelligence function. Competitive Intelligence can be used effectively by any sized company.
If you read the trade magazines, attend trade shows, read the business section of your local newspaper or have a conversion with someone in your industry you are scratching the surface of Competitive Intelligence. However, there is more to Competitive Intelligence than simply reading a newspaper or “Googling” your rival’s name.
Many experts have written on this subject and has grown out of the United States.
This has made it sound very interesting and complicated.
It is not and over the coming weeks we intend to up the possibilities for you to use Compeititve Intelligence in your organisation.
“Airplanes are interesting toys but no military value”
- Foch, Professor of Strategy” Ecole Superieure de Guerre