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Be ahead of the competition.
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by Johannes Deltl
COMPETITIVE INTELLIGENCE : Be ahead of the competition. Johannes Deltl 2
What is it about?
Do you have competitors breathing down your neck?
Does your competitive intelligence run smoothly in the
enterprise?
How good are you compared to your competitors?
The Process
Explicit targets are concrete „pain points“ and not „nice-to-have“ information.
There is frequently a reason why an enterprise wants to occupy itself actively
with the competition – there could be a new market player, altered framework
conditions in the industry or an opening up of new markets.
The implementation of a „CI Audit“ has been de facto established, where the
actual information needs and accumulated knowledge are ascertained within
the enterprise.
The most suitable method for this are face-to-face conversations; written
surveys are inadvisable/not recommended.
COMPETITIVE INTELLIGENCE : Be ahead of the competition. Johannes Deltl 5
Practical Experience
One memorable experience was the conduct of a location analysis for a
high street bank. After time-exhausting external research all information
had been finally collected and compiled. After the presentation was
finalised – you got acquainted with a colleague from next door, who kept
in his cabinet the exact similar scope as a completed report.
Environmental Substitutes/
influences Threat of substitutes
Rivalry in Buyers/
Suppliers the industry Purchasing behavior
Entry barriers/
New competitors
COMPETITIVE INTELLIGENCE : Be ahead of the competition. Johannes Deltl 8
The Base
Utilising Competitive Intelligence successfully in the
enterprise doesn‘t stand only for a clearly elaborated
process. Also the required framework conditions – the so-
called base – should exist in order to ensure successful
implementation.
COMPETITIVE INTELLIGENCE : Be ahead of the competition. Johannes Deltl 11
The topic is only „top-down“ feasible; that means the management or the
decision maker gives the kickoff!
Think twice:
Can you really afford to give up a professional Competitive Intelligence?
COMPETITIVE INTELLIGENCE : Be ahead of the competition. Johannes Deltl 14
Deltl gives speeches on the subject of CI and is the author of the (german)
Credits: book "Strategische Wettbewerbsbeobachtung (Competitive Intelligence). So
photocase.com, rita newman
sind Sie Ihren Konkurrenten laufend einen Schritt voraus.”
You can find a short review on
http://www.getabstract.com/ShowAbstract.do?dataId=4103
His new book titled “How to Beat the Competition and Win” will be released
soon.
COMPETITIVE INTELLIGENCE : Be ahead of the competition. Johannes Deltl 18
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Download
You can download the latest version of this e-book – and some other helpful
resources at: www.deltl.de