Presentation held as Keynote at the IBRAMERC Intelligence Conference 2012 in Sao Paolo, Brasil.

1. Acrasio logo area Client logo area
Best Practices in Implementing Strategic and Competitive Intelligence
Title area
Johannes Deltl, Partner Sub-title area
Berlin, Germany
Sub-title area

2. Left stamp Backup Right stamp
In every country you will see a confusion about different terms
Title area
Sub-title area
Point of origin
Drawing area
Footnote area. Drawing area base to shift according to footnote level
Acrasio CI-Presentation Sao Paulo 2012 -1-

3. Left stamp Backup Right stamp
What´s the Value of Intelligence?
Title area
Sub-title area
Point of origin
Drawing area
Footnote area. Drawing area base to shift according to footnote level
Acrasio CI-Presentation Sao Paulo 2012 -2-

4. Left stamp Backup Right stamp
Intelligence Value Creation is based on four levers
Title area
Sub-title area
quantitative
qualitative
Rationale for Intelligence
Benchmark  Enterprise wide cost
reduction programs
Reduce costs product, processes
 Enable performance,
and markets
product, process
improvements
Identify growth  Expand markets
Increase revenues potential, provide
 Grow customer base
& profit sales intelligence
support  Focus on right customers
Intelligence Point of origin
 Beat competition
value creation
monitor market
levers Enable better
signals, new  Establish corporate foresight
informed strategic
decisions
competitors, new  Better informed and up-to
trends, regulations date
Spot disruptive
 Install early warning program
events, detect
Minimize risks  Anticipate risks
rumors, avoid
costly mistakes
Drawing area
Footnote area. Drawing area base to shift according to footnote level
Acrasio CI-Presentation Sao Paulo 2012 -3-

5. Left stamp Backup Right stamp
Let us have a look at the Intelligence Cycle ….
Title area
Sub-title area
Point of origin
Drawing area
Footnote area. Drawing area base to shift according to footnote level
Acrasio CI-Presentation Sao Paulo 2012 -4-

6. Left stamp Backup Right stamp
Planning phase is very essential
Title area
Identify core intelligence needs across the company and for each unit / function
Sub-title area
 What do we really need to know?
 To reach tactical or strategic insights executives have to define
Key Intelligence Topics (KITs) and related Questions.
 Avoid „nice to know – questions“
 Define the analysis method and the communication format that
you need to take a decision
Point of origin
Drawing area
Footnote area. Drawing area base to shift according to footnote level
Acrasio CI-Presentation Sao Paulo 2012 -5-

7. Left stamp Backup Right stamp
CI in Retail
Title area
Example
Sub-title area
Company Background
METRO GROUP is one of the biggest
international retail and wholesale groups,
achieving a turnover of around 67 billion
Euros in 2010. The company is present at
2,100 locations in 33 countries and
employs about 290,000 people.
Context (Key Intelligence Questions)
 How did we develop compared to
relevant competitors in the last
quarter?
 How high is our market share in Point of origin
Central and Eastern Europe
compared to competitors also using
the cash & carry business model? Lessons learned
 What are the expansion areas of our  Most important step before conducting any
main international competitors? specific analysis is deciding which others
 What formats are driving the growth companies are relevant.
of competitor X?
 How intense is the competition in our
expansion country?
Drawing area
Footnote area. DrawingBook – Strategische Wettbewerbsbeobachtung
Source: Metro, area base to shift according to footnote level
Acrasio CI-Presentation Sao Paulo 2012 -6-

8. Left stamp Backup Right stamp
Various sources of information provide insights on markets and
competitors
Title area
Sub-title area
 Secondary Research
Online databases
Newspapers and journals
Internal Library and Knowledge Repository
Industry Associations
 Primary Research
Online, face-to-face and telephone interviews
 Develop and access an Expert Network
for validation of key findings and deeper industry insights
Point of origin
 Challenges are amount of information, languages, domain expertise
Drawing area
Footnote area. Drawing area base to shift according to footnote level
Acrasio CI-Presentation Sao Paulo 2012 -7-

9. Left stamp Backup Right stamp
Define range of analyses which are crucial for your company
Title area
Sub-title area
 Competitor Profiles – must have
 SWOT-Analysis
 Executive Profiling
 Win/Loss Analysis
 Competitor Benchmarking
 Financial Analysis
 Customer Value Analysis
 Value Chain Analysis
 Industry and Market Analysis
Point of origin
 War Game
 Patent Landscape
Drawing area
Footnote area. Drawing area base to shift according to footnote level
Acrasio CI-Presentation Sao Paulo 2012 -8-

10. Left stamp Backup Right stamp
Product-Benchmarking led to substantial cost savings Automotive Supplier
at large automotive supplier company
Title area
- Confidential -
Example
Sub-title area
Company Background
Large European Automotive Supplier
Context – Challenge
 Benchmark own products with competitor
products by reverse engineering
Point of origin
Lessons learned
 Identified a savings potential of x Mio EUR
Drawing area
Source: Acrasio, indec-group
Footnote area. Drawing area base to shift according to footnote level
Acrasio CI-Presentation Sao Paulo 2012 -9-

11. Left stamp Backup Right stamp
In the financial downturn Lanxess developed their own
market forecasts instead of using external reports
Title area
Example
Sub-title area
Company Background
Lanxess is a large German
chemical company with 15.000
employees and an annual
revenue of EUR 7 Bio.
Context – Challenge
 Forecast demand figures for
a certain market
 Did not trust external data /
report information in financial
downturn
Point of origin
 Analyzed similar downturns
in past and developed a
forecast inhouse Lessons learned
 Question existing models and external reports
 Develop and use own models instead
industry models, or cross-check and verify
external information
Drawing area
Source: Lanxess, Book – Strategische Wettbewerbsbeobachtung
Footnote area. Drawing area base to shift according to footnote level
Acrasio CI-Presentation Sao Paulo 2012 -10-

12. Left stamp Backup Right stamp
Communicate the insights
Title area
to the right decision makers via right mix of channels at the right time!
Sub-title area
CI-Databases, Sharepoint, Intranet
Reports, White Paper
Dashboards Competitor Profiles
Point of origin
Newsletter, Alerts
Drawing area
Source: McKinsey, indec-group, Qlikview
Footnote area. Drawing area base to shift according to footnote level
Acrasio CI-Presentation Sao Paulo 2012 -11-

13. Left stamp Backup Right stamp
Using strategic competitive intelligence during client
engagements at Roland Berger Strategy Consultants
Title area
Example
Sub-title area
Company Background
Roland Berger Strategy Consultants is
one of the world’s leading strategy
consultancies employing around
2.100 consultants in 27 countries.
Context
 Globally operating clients expect
comprehensive and professional
support from their consultants
 Two elements of the organization –
the Business Intelligence division
and key account management –
Point of origin
complement each other sensibly
to meet information provision
Lessons learned
requirements. Strategic
 Insights are regularly communicated to the KAM-Team
competitive intelligence
constitutes an important interface • Newsflashes
between the two. • Key account newsletter
• Fact books
Drawing area
 Respond to queries by potential clients very quickly
Footnote area. DrawingBerger Strategy Consultants, level
Source: Roland area base to shift according to footnote Book – Strategische Wettbewerbsbeobachtung,
Acrasio CI-Presentation Sao Paulo 2012 -12-

14. Left stamp Backup Right stamp
Use insights for decision-making and provide feedback
Title area
Sub-title area
 Make sure that insights are used for
decision making
 The key decision makers need to understand
the results of the analyses - engage them
early in the process
 Use feedback in order to adjust analyses to
changed needs and priorities
 Ideally the Executive Leadership Team meets CI-Team in person (on a
regular basis) to assess its strategy execution and new strategic
analysis insights
Point of origin
Intelligence is only useful if it´s used!
Drawing area
Footnote area. Drawing area base to shift according to footnote level
Acrasio CI-Presentation Sao Paulo 2012 -13-

15. Left stamp Backup Right stamp
Setup an ongoing review process of intelligence delivered
Title area
Sub-title area
Point of origin
Drawing area
Source: IBM, Michael Sperger
Footnote area. Drawing area base to shift according to footnote level
Acrasio CI-Presentation Sao Paulo 2012 -14-

16. Left stamp Backup Right stamp
Intelligence Value Creation
Title area
Examples
Sub-title area
Intelligence Value Creation ... … led to impressive results
 Enterprise wide program  Identified savings potential
 Benchmarked against of 200 Mio USD
Reduce costs Manufacturing
competitors plants, products  Started with implementation
and processes program
 Focus on new market segment  Gained substantial market
 Analyzed players, products, share within 3 years
Increase
Industrial regulatory environment ,
revenues
customers, …
 Developed go-to-market strategy
 Point of origin
Competitor impacted by  Increased own market share
Enable better disruptive event by 3 %
informed strategic Electronics (earthquake)
decisions
 Analyzed their supply chain
limitations
 Plan of building a  Found future market
production-plant in Asia overheating
Minimize risks Chemicals
 Estimated the future market  Skipped decision to build
demand  Saved 45 Mio USD of
 Analyzed competitors misinvestment
Drawing area
activities
Footnote area. Drawing area base to shift according to footnote level
Acrasio CI-Presentation Sao Paulo 2012 -15-

17. Acrasio logo area Client logo area
Title area
Sub-title area
Johannes Deltl
Tel.: +49 30 443 17 996 johannes.deltl@acrasio.com
Order at Amazon! Bissingzeile 11 Potsdamer Platz Berlin, Germany
www.acrasio.com
Sub-title area

18. Acrasio logo area Client logo area
Legal Disclaimer
All data, information, statements, photographs, and graphic illustrations
contained in this presentation are without any obligation to the publisher and
Title area
raise no liabilities to ACRASIO GmbH or any affiliated companies, nor shall the
contents in this presentation form part of any contracts, which may be
concluded between ACRASIO GmbH companies and others referred to herein.
Sub-title area
© 2012 ACRASIO GmbH. All rights reserved. No part of this copyrighted work
may be reproduced, modified or distributed in any form or by any means, or
stored in any database or retrieval system, without the prior written permission
of ACRASIO GmbH or its affiliates. Any such unauthorized use for any purpose is
a violation of the relevant copyright laws.
Sub-title area