Competitor AnalysisCompetitor Analysis
Compaq
AppleSony
Dellgobi
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 goalsyour own company’s goals
Why CI?Why CI?
Playing the Game Playing the Game BetterBetter
Focus on existing Focus on existing competitors/strategic competitors/strategic positionposition
Leverage value chain Leverage value chain strengthsstrengths
Incrementally Incrementally improve existing improve existing strategies/tacticsstrategies/tactics
Play the Game Play the Game DifferentlyDifferently
New market New market opportunityopportunity
New customersNew customers Develop/leverage new Develop/leverage new
value chain strengthsvalue chain strengths New New
strategies/tacticsstrategies/tactics
Competitor Intelligence Competitor Intelligence PyramidPyramid
s
z
aSources of DataSources of Data
Analysis of DataAnalysis of Data
RecommendationsRecommendations
RecommendationsRecommendations
Analysis of DataAnalysis of Data
Sources of DataSources of Data
Competitor Intelligence Competitor Intelligence PyramidPyramid
Industry experts/analysts Industry publications Trade shows/conferences Advertisements/PR University research centers Financial Court documents/patents Suppliers/customers Newspapers/business wire Help wanted ads Reverse engineering labs
RecommendationsRecommendations
Analysis of DataAnalysis of Data
Sources of DataSources of Data
Competitor Intelligence Competitor Intelligence PyramidPyramid Value chain analysis
Ratio analysis Benchmarking Cost analysis Trend analysis Personality profiling Wargaming/
scenario planning Competitive
behavior analysis
RecommendationsRecommendations
Analysis of DataAnalysis of Data
Sources of DataSources of Data
Competitor Intelligence Competitor Intelligence PyramidPyramid
Track Existing Rivals Anticipate New Rivals Inform Strategy:
Identify own/competitor’s strengths/weaknesses
Early warning system Plan of attack/retaliation
Who’s Job Is It?Who’s Job Is It?
Top Top ExecsExecs
DepartmentDepartmentManagersManagers
ProjectProjectManagersManagers
IndependentIndependentConsultantsConsultants
DepartmentDepartmentStaffStaff
Planning & FinanceAnalysts
CI ParadoxCI Paradox
Many Global 1000 companies Many Global 1000 companies don’t have full-scale CI unitsdon’t have full-scale CI units
Most Global 1000 executives Most Global 1000 executives believe that success depends on:believe that success depends on: Looking aheadLooking ahead First-mover advantageFirst-mover advantage Strategic flexibility and Strategic flexibility and
maneuveringmaneuvering
Future ObjectivesFuture ObjectivesHow do our goals compare to our competitors’ goals?How do our goals compare to our competitors’ goals?Where will emphasis be placed in the future?Where will emphasis be placed in the future?
What is the attitude toward risk?What is the attitude toward risk?
Competitor AnalysisCompetitor Analysis
What drives the competitor?What drives the competitor?
Competitor AnalysisCompetitor Analysis
What is the competitor doing?What is the competitor doing?
What can the competitor do?What can the competitor do?
Future ObjectivesFuture ObjectivesHow do our goals compare to our competitors’ goals?
How do our goals compare to our competitors’ goals?Where will emphasis be placed in the future?Where will emphasis be placed in the future?
What is the attitude toward risk?What is the attitude toward risk?
Current StrategyCurrent StrategyHow are they currently competing?How are they currently competing?
Does this strategy support changes in the competitive structure?
Does this strategy support changes in the competitive structure?
Competitor AnalysisCompetitor Analysis
What does the competitor believe about itself and the industry?What does the competitor believe about itself and the industry?
Future ObjectivesFuture ObjectivesHow do our goals compare to our competitors’ goals?
How do our goals compare to our competitors’ goals?Where will emphasis be placed in the future?Where will emphasis be placed in the future?
What is the attitude toward risk?What is the attitude toward risk?
Current StrategyCurrent StrategyHow are we currently competing?How are we currently competing?
Does this strategy support changes in the competition structure?
Does this strategy support changes in the competition structure?
Do we assume the future will be volatile?Do we assume the future will be volatile?
Are we assuming stable competitive conditions?Are we assuming stable competitive conditions?
What assumptions do our competitors hold about the industry and themselves?
What assumptions do our competitors hold about the industry and themselves?
AssumptionsAssumptions
Competitor AnalysisCompetitor Analysis
What are the competitor’s What are the competitor’s capabilities?capabilities?What are the competitor’s What are the competitor’s capabilities?capabilities?
Future ObjectivesFuture ObjectivesHow do our goals compare to our competitors’ goals?
How do our goals compare to our competitors’ goals?Where will emphasis be placed in the future?Where will emphasis be placed in the future?
What is the attitude toward risk?What is the attitude toward risk?
Current StrategyCurrent StrategyHow are we currently competing?How are we currently competing?
Does this strategy support changes in the competition structure?
Does this strategy support changes in the competition structure?
Do we assume the future will be volatile?Do we assume the future will be volatile?
Are we operating under a status quo?Are we operating under a status quo?
What assumptions do our competitors hold about the industry and themselves?
What assumptions do our competitors hold about the industry and themselves?
AssumptionsAssumptions
What are my competitors’ strengths and weaknesses?What are my competitors’ strengths and weaknesses?
How do our capabilities compare to our competitors?
How do our capabilities compare to our competitors?
CapabilitiesCapabilities
Future ObjectivesFuture ObjectivesHow do our goals compare to our competitors’ goals?
How do our goals compare to our competitors’ goals?Where will emphasis be placed in the future?Where will emphasis be placed in the future?
What is the attitude toward risk?What is the attitude toward risk?
Current StrategyCurrent StrategyHow are we currently competing?How are we currently competing?
Does this strategy support changes in the competition structure?
Does this strategy support changes in the competition structure?
Dynamic Head-to-Head RivalryDynamic Head-to-Head Rivalry
Do we assume the future will be volatile?Do we assume the future will be volatile?
Are we operating under a status quo?Are we operating under a status quo?
What assumptions do our competitors hold about the industry and themselves?
What assumptions do our competitors hold about the industry and themselves?
AssumptionsAssumptions
ResponseResponseResponseResponseWhat will our competitors What will our competitors do in the future?do in the future?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?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?
How will this change our How will this change our relationship with our relationship with our competition?competition?
CapabilitiesCapabilitiesCapabilitiesCapabilities
What are my competitors’ What are my competitors’ strengths and weaknesses?strengths and weaknesses?What are my competitors’ What are my competitors’ strengths and weaknesses?strengths and weaknesses?
How do our capabilities How do our capabilities compare to our compare to our competitors?competitors?
How do our capabilities How do our capabilities compare to our compare to our competitors?competitors?
Strategic Group Map: Beer Strategic Group Map: Beer (Pre-light / Pre-microbrew)(Pre-light / Pre-microbrew)
Dark/Full
Light
Low Price High Price
Amber
RegularHeineken
Miller Bud
Old Swill
Guinness
Strategic Group Map: BeerStrategic Group Map: Beer
Dark/Full
Light
Low Price High Price
Amber
Regular Old Swill
GuinnessBlackened Voodoo
Anchor Porter
AmstelCardinal
Miller LiteBud Ice
Sam AdamsBass Ale
Pilsner Urquell
Killian’s RedRed Wolf
Amber Bock
Lowenbrau
Killian’s BrownLowenbrau Dark
Milwaukee’s Best Light
BudMiller
Top Related