2. What is CI ?
*CI is defined by the Society of
Competitive Intelligence Professionals
(SCIP) as “the process of enhancing
marketplace competitiveness through a
greater -- yet unequivocally ethical –
understanding of a firm’s competitors
and the competitive environment.”

3. Do we Really Need ?

4. Why CI ?
o Predict competitor’s next action
o Exploit their weaknesses
o Undermine their strength
o Blow up threats against them
o Undercut their opportunities

5. Competitive Intelligence Model
Intelligence
Information
Data
Organize
Analyze

6. Does CI becoming more of a
Corporate Intelligence ?

7. CI Has Always Been About Better
Decision-Making
• Strategic Decisions
– What business are we in and where are new opportunities
for growth?
• Operational Decisions
– How do we structure those business units to most effectively
compete for and win market share?
• Tactical Decisions
– Which customers are available to us and how can we
convince them to select us over functional equivalents?

8. Corporate Implication Priorities of CI
 Current Competitor Activities and Strategy Monitoring
 Operational Performance Benchmarking
 Product/Service Sales and Marketing Support
 Possible Futures Movements
 Intellectual Property Exploitation and Protection
 Mergers & Acquisitions and Investment Support
 Long-Term Market Prospects & Spotting Weak Signal Blind spots
 Counter-Intelligence & Information Security
 Executive Decision-Support and Competitive Strategy Planning

9. Challenge 1: Aligning Key Intelligence Topics (KITs) to the company’s
strategic
priorities (19%)
Challenge 2 : Capturing the competitive information held by your
company’s
employees (20%)
Challenge 3 : Incorporating competitive intelligence insights into the
company’s
revenue-generating activities (11%)
Challenge 4 : Creating and/or managing a portal to centralize CI-related
information for the company (16%)
Challenge 5 : Developing a methodology for identifying emerging
challenges (12%)
Top 5 Competitive Intelligence Research
Challenges

10. Tools for performing CI
Keyword Research and Tracking
Media Monitoring
Key Word Feeds
Online or Traditional Clipping Services

11. Competitive Intelligence Solution Providers
 Digimind
 clearCi
 Cipher
 CI Radar
 Comintelli

12. Thanks