Competitive Intelligence: The Process
Running a competitive intelligence process takes more than glancing at competitors'
ads and monitoring the trades, First, your company must determine its key intelligence
needs, then it must collect, analyze, and disseminate the intelligence,
To do this effectively, your company must monitor the competition; understand its
goals, strategy, and tactics; anticipate its actions and understand the expected impact
of those actions; and implement counter strategy.
Define
user
needs
and
sources
Source: Gallup
PROCESS
Disseminate
Collect
Analyze
RESULTS
Identify and
implement winning
counter strategy
Anticipate"L
competitive actiOns:
evaluate impact
IJnderstand goals,
tactics, and strategy
Monitor competitor
actions
Graphic by Tommy McCall
audiotech.com