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.