COMPETITIVE INTELLIGENCE IN SCITEX CORPORATION BD:scitex Dr. D. ROUACH, ESCP-EAP. Scitex Corporation Ltd. • Established in 1968 • Designs, develops, manufactures, markets and supports products and systems for the digital preprint and digital printing markets • Annual Revenues of $700 millions • Employs 3500 people, 1300 of which in Israel BD:scitex Dr. D. ROUACH, ESCP-EAP. Competitive Intelligence in Scitex Collection, analysis and dissemination of relevant information on an on-going and proactive basis throughout the company BD:scitex Dr. D. ROUACH, ESCP-EAP. Objectives of competitive intelligence • Better customer understanding – Better industry understanding – Better solutions offered • Improve strategic planning • Identify opportunities and threats • Gain competitive advantage • Avoid surprises! BD:scitex Dr. D. ROUACH, ESCP-EAP. Who uses competitive intelligence • • • • • BD:scitex Corporate management Product management Project leaders, marketing managers Distribution units Production, R & D, logistics, ... Dr. D. ROUACH, ESCP-EAP. Information gathered on... • • • • • • BD:scitex Industries Markets Companies Products News Technologies INFO Dr. D. ROUACH, ESCP-EAP. Information sources • Business information from general press and news agencies • Financial reports and stock exchange announcements • Market research companies • Stock holders’ news groups on the internet • Hiring adds in the news papers • Companies official web sites • Exhibitions BD:scitex Dr. D. ROUACH, ESCP-EAP. Competitive intelligence structure • Corporate level – Information & Marketing Services – Intellectual property • Divisions level – Sales support – Product / marketing managers BD:scitex Dr. D. ROUACH, ESCP-EAP. Information & Marketing Services • Gathers the information needed to support strategic decision making at corporate level • The information is being gathered on a regular basis and upon management special requests • Gathers: – Business and financial information on all companies related to Scitex’ business – Market and industry related reports and reviews BD:scitex Dr. D. ROUACH, ESCP-EAP. Outputs of the Info & Mktg Services • Forwarding of current information to management • Reports to management on specific subjects upon request • Publishing of all data on the Information Resource Center BD:scitex Dr. D. ROUACH, ESCP-EAP. Information Resource Center • Part of the Scitex InfoCenter on the company intranet • Open access to all employees • Updated daily • Contains all of the data obtained by the IMS BD:scitex Dr. D. ROUACH, ESCP-EAP. Information Resource Center • Business Information Center – Business news, weekly news summary, and business analysis of all related companies • Digital Library – Library of market researches, articles of interest and a data base of journals • Patents - All Scitex registered patents • Links - To web sites of competitors, associations and universities library • Seybold archive BD:scitex Dr. D. ROUACH, ESCP-EAP. Intellectual Property • Gathers information on patent registration and trading • Provides information on competitors research efforts and directions • Forwards the information to the management and the relevant technical people BD:scitex Dr. D. ROUACH, ESCP-EAP. Sales support • Gathers information on competing products and their performance • Provides information about sales strategy and customers preferences • Provides salesmen with tools through the Scitex Enterprise 2000 BD:scitex Dr. D. ROUACH, ESCP-EAP. Scitex Enterprise 2000 • Serves all of Scitex sales force through the company’s extranet – General industry information – Articles and customers that praise Scitex products – Tables comparing Scitex products with competing products – Information on the competition’s weak points – Scitex promotional material BD:scitex Dr. D. ROUACH, ESCP-EAP. Product / marketing managers • Gathers information on industry trends and new product launches • Provide requirements for future product development BD:scitex Dr. D. ROUACH, ESCP-EAP. Where is the information hidden? • 80% of the information on industry, market and competition exists within the company: – – – – – BD:scitex Customers Salesmen Distributors / Dealers Personal support Logistics Dr. D. ROUACH, ESCP-EAP. Uncovering the hidden information • Scitex conducts formal competitive intelligence training to all employees with external contacts • These employees are expected to pay more attention to the information they encounter • Employees are more sensitive to the information they give away BD:scitex Dr. D. ROUACH, ESCP-EAP. Summary - CI in Scitex • Widely used and practiced • Open attitude - information is accessible to all employees • Efficient - Information is delivered ‘on the fly’ through the InfoCenter and Enterprise 2000 BD:scitex Dr. D. ROUACH, ESCP-EAP.