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Competitor & Sales Analysis

Competitor & Sales Analysis. Remote Environment. Competitive Environment. Compaq. Dell. Apple. Sony. What is Competitive Intelligence?. A systematic and ethical program for gathering information about competitors and general business trends to further your own company’s goals.

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Competitor & Sales Analysis

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  1. Competitor & Sales Analysis Remote Environment Competitive Environment Compaq Dell Apple Sony

  2. What is Competitive Intelligence? • A systematic and ethical program for gathering information about competitors and general business trends to further your own company’s goals

  3. Playing the Game Better Focus on existing competitors/strategic position Leverage value chain strengths Incrementally improve existing strategies/tactics Play the Game Differently New market opportunity New customers Develop/leverage new value chain strengths New strategies/tactics Why CI?

  4. Competitor Intelligence Pyramid Recommendations Analysis of Data Example from Real Estate http://www.youtube.com/watch?v=8k028kcU5dY

  5. 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 Competitor Intelligence Pyramid http://www.webpronews.com/topnews/2008/12/09/youtube-grabs-100-million-video-viewers

  6. Where to find data (a) • Be a customer. Bring notepad & pencil to competing establishments: ask a lot of questions. • Find out about the people who run competing businesses. • Buy stock in your competitors, if you're competing against a publicly traded firm • Talk to your competitors' customers. Why do they buy • Read -- Use Online services such as Dow Jones Interactive

  7. Where to find data (b) • Check public filings - companies must disclose information to government agencies. • local librarians: virtuoso researchers • industry conferences and trade shows.

  8. Value chain analysis Ratio analysis Benchmarking Cost analysis Trend analysis Personality profiling Wargaming/scenario planning Competitive behavior analysis Competitor Intelligence Pyramid

  9. Track Existing Rivals Anticipate New Rivals Inform Strategy: Identify own/competitor’s strengths/weaknesses Early warning system Plan of attack/retaliation Competitor Intelligence Pyramid

  10. Strategic Group Map: Beer Dark/Full Guinness Blackened Voodoo Anchor Porter Killian’s Brown Lowenbrau Dark Amber Regular Killian’s Red Red Wolf Amber Bock Lowenbrau Sam Adams Bass Ale Pilsner Urquell Old Swill Bud Miller Amstel Cardinal Miller Lite Bud Ice Milwaukee’s Best Light Light Low Price High Price

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