Transcript Competitive Intelligence: An Introduction

An Introduction
to Competitive Intelligence
Assoc. Prof. Hal P Kirkwood
Management Development Series
Management & Economics Library
Krannert School of Management
Purdue University
April 20, 2007
What is CI?
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Competitive
Intelligence: A
systematic and ethical
program for gathering,
analyzing, and
managing external
information that can
affect your company's
plans, decisions, and
operations.
CI Cycles
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Ashton and Stacey Business
Intelligence Model
4Cs Process
SCIP – CI Process
Design and
Setup
Feedback
Dissemination
Information
Collection
Analysis
Mini Case 1: Expert Opinions
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Find a SWOT Report for Eli Lilly
• Business Source Premier
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Find an Investment Analyst Report
for Eli Lilly
• Business & Company Resource Center
State of the Art: Competitive Intelligence. D. Fehringer, B.
Hohhof, & T. Johnson
http://www.scip.org/pdf/f_060608_stateofart_sum.pdf
Categories of Competitive Intelligence
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Market Intelligence
• Industry level information on
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Trends
Government regulations
Geopolitical issues
Partner Intelligence
• Monitoring activities of
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Company’s major suppliers
Strategic partners
Competitor Intelligence
• Detailed monitoring & analysis of
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Key competitors
High-level scans of other competitors
Ongoing identification of new entrants
Technical Intelligence
• Monitoring advancements of
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Technical developments
Customer/Prospect Intelligence
• Determining & monitoring
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Key internal influences
Budget cycles
Key focus areas
Mini Case 2: Industry Analysis

Identify an industry overview for the
pharmaceutical industry
• Net Advantage

Compare Eli Lilly against its industry
ratios
• Factiva
State of the Art: Competitive Intelligence. D. Fehringer, B.
Hohhof, & T. Johnson
http://www.scip.org/pdf/f_060608_stateofart_sum.pdf
Uses/Applications of Competitive Intelligence

Facilitate Strategic
Direction

HR and Recruitment

Strategic Alliances
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Rival Firms

New Product/Service
Development
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Sales Process
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Marketing/Communications
/Public Relations
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Competitor & Market
Scenarios
Acquisitions/Preventing
Acquisition
Mini Case 3: Legal & Regulatory
Documents

Review Eli Lilly’s recent patent
registrations
• US Patent & Trademark Office
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Find a license agreement involving
Eli Lilly
• FindLaw
Methods & Models used in CI
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SWOT
Porter’s 5 Forces Model
Value Chain Analysis
Four Corners Model
Blindspots Analysis
Strategic Group Map Technique
Executive Management Profiling
Financial Ratio Analysis
Environmental & Event Analysis
Plus more…
State of the Art: Competitive Intelligence. D. Fehringer, B.
Hohhof, & T. Johnson
http://www.scip.org/pdf/f_060608_stateofart_sum.pdf
State of the Art: Competitive Intelligence. D. Fehringer, B.
Hohhof, & T. Johnson
http://www.scip.org/pdf/f_060608_stateofart_sum.pdf
Mini-Case 4: Financial Filings &
Media Sources

Identify risks facing new entrants in
the pharmaceuticals industry
• Edgarscan
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S-1 Filings
Find an interview with the President
of Eli Lilly
• Lexis/Nexis
State of the Art: Competitive Intelligence. D. Fehringer, B.
Hohhof, & T. Johnson
Competitive Intelligence:
The Bridge Between Information and Action
Content
Generation
Magazines
Newswires
SEC Filings
Web Sites
Census
Market Research
Newspapers
Information
Aggregation
Competitive
Intelligence
Business Intelligence
Software
News Portals
Online Directories
Vertical Portals
News Portals
Research Shops
Monitoring
Tailoring
Archiving
Competitor Profiling
SWOT Analysis
Trend Analysis
Simulation
Forecasting
Strategy
Communications
Brand
Marketing Position
Human Resources
Suppliers
Mergers/Acquisitions
Financial
Business
Action
Product Dev.
Business Dev.
Public Relations
Marketing
Information
ShiftCentral Inc, 2002 www.shiftcentral.com
Introduction to Online Competitive Intelligence
Any Questions?
Hal P Kirkwood Jr.
Assoc. Director
Management & Economics Library
Purdue University
[email protected]