1. Competitor & Sales Analysis Compaq Apple Sony Dell

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. Why CI? 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

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

5. Recommendations Analysis of Data Sources of Data Competitor Intelligence Pyramid  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 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. Recommendations Analysis of Data Sources of Data Competitor Intelligence Pyramid  Value chain analysis  Ratio analysis  Benchmarking  Cost analysis  Trend analysis  Personality profiling  Wargaming/scenario planning  Competitive behavior analysis

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

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