COMPETITIVE INTELLIGENCE

1. 3/11/2012
COMPETITIVE INTELLIGENCE
R.K.SAHOO
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2. 3/11/2012
WHAT IS INTELLIGENCE ?
According to medical dictionary Intelligence is the potential ability to acquire,
retain, and apply experience ,understanding,knowledge,reasoning and
judgment in coping with new experiences and in solving problems.
Intelligent Quotient (IQ) is a measure of intelligence obtained by dividing the
mental age by the chronological age and by multiplying the result by 100.
IQ = Mental age x 100
Chronological age
General Intelligence includes verbal aptitude, quantitative aptitude, perception,
memory, reasoning, artistic talent such as proficiency in music or art, creativity
and ability to use thought and imagination to produce original ideas .
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3. GENETICS OF 3/11/2012
HUMAN
INTELLIGENCE
A substantial portion of individual
differences in human intelligence
is due to genetic variation and
are consistent with many genes
of small effects underlying the
additive genetic influences
(polygenic)on intelligence.
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4. 3/11/2012
According to Dr Michael Hogan
,General Intelligence is correlated
with many basic aspects of
information processing efficiency
which depends upon the
functioning of the cerebellum,
including the speed and
consistency of our perceptions and
CEREBELLUM decisions and the speed with
which we learn the new skills.
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5. 3/11/2012
MAPPING
INTELLIGENCE
Source: Science Daily, March 11,
IN THE HUMAN BRAIN
2009.
Neuroscientists at California
Institute of Technology have
completed the maps using detailed
MRI and CT scans in brains of 240
neurological patients.
This lesion mapping of intelligence as
measured by the Wechsler Adult
Intelligence Scale(WAIS) , shows a
correlation between 4 major domains of
intelligence Verbal
comprehension(Blue),
Perceptual or ganization(Red),working
memory (Green),and processing speed
(Yellow) .
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6. 3/11/2012
COMPETITIVE INTELLIGENCE DEFINED .
Competitive Intelligence is the activity of monitoring the
environment external to the firm for information that is
relevant for the decision making process of the company.
The objective of competitive intelligence is not to steal a
competitor’s trade secrets or other proprietary property, but
rather to gather in a systematic ,overt manner a wide range
of information that when collated and analyzed provides a
fuller understanding of a competitors’ structure
,culture,behaviour,capabilities and weaknesses.
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7. 3/11/2012
WHAT IS COMPETITIVE INTELLIGENCE
Competitive intelligence is information that has been
1 to the point where you can make a decision.
2 Competitive intelligence is a tool to alert management to
early warning of both threats and opportunities.
3 Competitive intelligence is highly specific and
timely information about a corporation.
4 Competitive intelligence is simply marketing
research in disguise.
5 Competitive intelligence is a way for companies to improve
their bottom line.
6 Competitive intelligence is a way of thinking.
7 Competitive intelligence is seeing outside yourself.
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8. 3/11/2012
WHAT COMPETITIVE INTELLIGENCE IS
NOT
1 Competitive Intelligence is not economic espionage.
2 Competitive Intelligence is not simply database search.
3 Competitive Intelligence is not a crystal ball.
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9. COMMON GOALS OF COMPETITIVE 3/11/2012
INTELLIGENCE
Detecting Competitor’s strengths, weaknesses,
opportunities, and threats.
Eliminating or lessening surprises.
Enhancing competitive advantages.
Improving positioning, operations and performance.
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10. 3/11/2012
BENEFITS OF COMPETITIVE INTELLIGENCE
Bolsters the company’s profitability.
Maximizes business opportunities.
Protects from external threats.
Optimizes operation and performance benchmarking.
Helps in knowledge management.
Protects the intellectual property.
Provides insights about mergers and acquisitions.
Generates long –term market prospects.
Assists in sales and marketing of products and services.
Facilitates strategic direction.
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11. 3/11/2012
MAIN APPLICATIONS OF COMPETITIVE
INTELLIGENCE
Profiling competitors.
Strategic early warning.
Benchmarking products, process and performance.
Technology assessment.
Due diligence for corporate acquisitions.
Environment scanning .
Examination of market positioning with respect to
competitors.
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12. 3/11/2012
CATEGORIES OF COMPETITIVE
INTELLIGENCE
Market Intelligence.
Partner Intelligence.
Competitor Intelligence.
Technical Intelligence.
Customer/Prospect Intelligence.
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13. 3/11/2012
SOURCES OF COMPETITIVE
INTELLIGENCE
Intelligence information is obtained from various primary and
secondary sources.
Primary sources Secondary sources
•Former employees . •Annual reports
•Present employees. •Press releases.
•Vendors and suppliers. •Local newspapers.
•Dealer networks. •Trade magazines.
•Customers. •Analyst reports.
•Reporters. •Company newsletters.
•Investment analysts. •Online databases.
•Trade shows and conferences. • Academic papers &
•Newsgroups. Journals.
•Govt. agency publications.
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14. 3/11/2012
FIVE FACTOR MODEL OF COMPETITIVE
INTELLIGENCE
According to James Baron and
David Kreps ,each of the factors
influence the CI system and lack of
congruence between any one of ORGANIZATIONAL
these factors and the firm’s CI CULTURE &
practices will ultimately lead to STRUCTURE
failure of competitive Intelligence.
COMPETITIVE ORGANIZATIONAL
WORKFORCE INTELLIGENCE STRATEGY
SUCCESS
EXTERNAL PRODUCTION
ENVIRONMENT TECHNOLOGY
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15. STAGES IN THE COMPETITIVE 3/11/2012
INTELLIGENCE
PROCESS
Organize facts Analyze data
(III) (IV)
Disseminate
Gather Information Intelligence
(II) (V)
Analyze the CI Use Intelligence
needs (VI)
(I)
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16. 3/11/2012
SCIP CODE OF ETHICS IN COMPETITIVE
INTELLIGENCE
The Society of Competitive Intelligence Professionals’(SCIP)
code of ethics.
To continually strive to increase the recognition and respect of the
profession.
To comply with all applicable laws,domestic,and international.
To accurately disclose all relevant information, including one’s
identity and organization ,prior to all interviews.
To avoid conflicts of interest in fulfilling one’s duties.
To provide honest and realistic recommendations and conclusions
in the execution of one’s duties.
To promote this code of ethics within one’s company, with third
party contractors and within the entire profession.
To faithfully adhere to and abide by one’s company policies,
objectives and guidelines.
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17. 3/11/2012
MCKINSEY 7-S FRAMEWORK MODEL FOR
COMPETITIVE INTELLIGENCE
According to 7-S framework
model ,competitive intelligence Source: Peter and waterman
in an organization fails because (1982)
of lack of congruence between STRATEGY
a chosen strategy and the following
seven elements.
SYSTEMS
STRUCTURE
SKILLS STYLE
STAFF
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18. 3/11/2012
COMMON CAUSES OF COMPETITIVE
INTELLIGENCE FAILURES
Causes Symptoms
Lack of operational fluidity •Bureaucratic red tape.
•Inefficient communication.
Lack of an intelligence •Adverse behavior of
network personnel.
•Inappropriate selection of
vendors.
Lack of proper planning •Impractical deadlines.
•Mismanagement of time.
Lack of education Unfocused and ill-defined
intelligence needs.
Lack of perceived value Inaction by managers.
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19. (MBTI) TOOL IN 3/11/2012
COMPETITIVE INTELLIGENCE
The Myers-Briggs-Type Indicator is a practical tool for personality
profiling and selecting the best fit for competitive intelligence positions
in corporations.
The different scales used are:
Extroversion/Introversion ( EI) :The EI scale indicates how
individuals prefer
to focus their attention.
Sensing/Intuition (SN) :The SN scale provides an indication of how
individuals acquire information.
Thinking/Feeling (TF) :The TF scale deals with how individuals
make decisions.
Judging/Perception (JP): This scale denotes an individual’s specific
approach in dealing with the outside world.
Total of 16 personal types that can be identified through different combinations
of these scales.
ISTJ,ISFJ,INFJ,INTJ,ISTP,ISFP,INFP,INTP,
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ESTP,ESFP,ENFP,ENTP,ESTJ,ESFJ,ENTJ,ENFJ.

20. THE BEST FIT PERSONALITY TYPES FOR 3/11/2012
COMPETITIVE ANALYSTS
INTJ : Critical ,analytical, independent thinkers.
Prefer to work independently.
Capacity for intellectual and conceptual clarity. The best
Can spot meaningful patterns in external events. personality types
Long range vision. for analyst’s role
Dislike details, can have issues with time management. are:
•ENTP: Dynamic ,creative, competitive and argumentative.
•Resourceful and innovative- idea people.
•Relentless desire for competency.
•Uncanny knack for predicting market place trends.
•Sometimes lack follow-through on ideas generated.
INTJ,ENTP,ENTJ
•ENTJ: Direct,decissive,enthusiastic and objective.
•Regarded as born leaders.
•Good ability to balance both short-term and long-term
vision.
•Implement comprehensive systems.
•Tendency towards arrogance, impatience and insensitivity. 20

21. MAIN DRIVERS OF GLOBAL COMPETITIVE 3/11/2012
INTELLIGENCE
Increased global competitive trends.
Diversification opportunities.
Technological trends.
Information revolution.
Supplier trends.
Customer preferences and trends.
Opportunities for joint ventures, strategic alliances
and partnerships.
Regulatory issues.
Past international success and failures.
Performance indicators.
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22. 3/11/2012
COMPETITIVE INTELLIGENCE ANALYSIS
Competitive intelligence analysis includes:
Strategic profiling
Benchmarking .
GAP analysis.
Patent analysis.
SWOT analysis.
Value chain analysis.
Linear forecasting.
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23. 3/11/2012
COMPETITIVE INTELLIGENCE IN MARKET
RESEARCH
Competitive intelligence provides insightful
inputs for market research.
Profiling the competitors.
Comparative technology evaluation.
Market segmentation analysis.
Value chain analysis.
Market assessment studies.
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24. 3/11/2012
MARKET RESEARCH VS COMPETITIVE
INTELLIGENCE
Competitive intelligence is a continuous
Market research is based on the
ongoing process involving the legal and
4Ps (Product, Price,Promotion,and
ethical collection of information and
Place)of marketing and the function
controlled dissemination of actionable
that links the
intelligence to decision makers.
consumers,customers,and public to
marketer through information that is
used to identify and define marketing
opportunities and problems.
Competitive intelligence is strategic and
results driven.
Market research is tactical and
methods driven.
Competitive intelligence exploits
primary and secondary sources.
Market research relies on direct
contact.
Competitive intelligence is primarily
qualitative in nature.
Market research is primarily
quantitative in nature. 24

25. 3/11/2012
COMPETITIVE INTELLIGENCE AND
INDUSTRIAL ESPIONAGE
Competitive intelligence is not industrial espionage.
It provides strategic,tactical,real-time, legal ,ethical,
and publicly available data and information to
decision makers.
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26. 3/11/2012
WHY INTERNET BASED
COMPETITIVE INTELLIGENCE TOOLS ?
Internet tools for collecting competitive Intelligence
are most cost effective.
Internet tools for collecting competitive intelligence
deliver information faster.
Internet tools provide instant accessibility to
information.
Internet tools ensure greater anonymity.
Internet tools provide information based on global
search.
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27. 3/11/2012
WEB BASED TOOLS FOR COMPETITIVE
INTELLIGENCE
SPYFU: A tool that lets you find what keywords your
competitors are targeting in the search engine.
SEARCH MONITOR: A tool used for competitive
intelligence analysis and used to monitor competitors,
affiliates and trademarks.
GOOGLE TRENDS: It is a pretty neat tool for finding out
traffic data and geographic visitation patterns of your
competitors.
FEED COMPARE: This tool lets you compare feed burner
subscriber numbers with that of competitors.
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28. LINK ANALYSIS TOOLS FOR COMPETITIVE 3/11/2012
INTELLIGENCE
Link analysis is the process of building networks of interconnected objects
through various objects through various relationships to discover patterns and
trends.
Link Analysis is used for finding matches in data for known patterns of
interest,finding anomalities in patterns ,and discovering new patterns
through social network analysis.
Keyword research tools.
Keyword density analysis tools.
Page comparison tools.
Spider test tools.
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29. 3/11/2012
SOCIAL MEDIA TOOLS FOR COMPETITIVE
INTELLIGENCE
Here are some Blog social media competitive intelligence tools
Bambuser: Offers just an opportunity in real time by streaming live video
to your web site ,your blog or social network by engaging your customers.
VideofyMe: You can create videos, share them and monetize them
easily and quickly with this tool.
GroupHigh: It is a brilliant social media competitive intelligence tool
that helps you to promote your company, your clients and your products.
Website Grader: This free tool , provides website traffic information
,social popularity, on-page and off-page SEO data and competitive
intelligence .
SocialMention :Provides real-time social media search and analysis
about your competitors and delivers them via email as free email alerts.
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30. 3/11/2012
CONCLUSION
Competitive intelligence is a critical resource in
knowledge based economy and knowledge management
without competitive intelligence could be dangerous.
It is imperative now for corporations to do well in
competitive intelligence in order to prosper in global
business.
Doing business without competitive intelligence is like
flying a jet without radar.
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31. 3/11/2012
THANK YOU FOR YOUR TIME.
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