Competitor Analysis
Compaq gobi
Dell
Apple
Sony
What is Competitive Intelligence?

A systematic and ethical program for
gathering information about
competitors and general business
trends to further your own company’s
goals
Why CI?
Playing the Game Better
Play the Game Differently
 Focus on existing
 New market opportunity
competitors/strategic
 New customers
position
 Develop/leverage new
 Leverage value chain
value chain strengths
strengths
 New strategies/tactics
 Incrementally improve
existing strategies/tactics
Competitor Intelligence Pyramid
s
Recommendations
Analysisz of Data
Sourcesaof Data
Competitor Intelligence Pyramid


Recommendations


Analysis of Data


Sources of Data





Industry experts/analysts
Industry publications
Trade shows/conferences
Advertisements/PR
University research centers
Financial
Court documents/patents
Suppliers/customers
Newspapers/business wire
Help wanted ads
Reverse engineering labs
Competitor Intelligence Pyramid


Recommendations


Analysis of Data


Sources of Data


Value chain analysis
Ratio analysis
Benchmarking
Cost analysis
Trend analysis
Personality profiling
Wargaming/scenario
planning
Competitive behavior
analysis
Competitor Intelligence Pyramid
Track Existing Rivals
 Anticipate New Rivals
Recommendations
 Inform Strategy:

Analysis of Data
Sources of Data
 Identify
own/competitor’s
strengths/weaknesses
 Early warning system
 Plan of attack/retaliation
Who’s Job Is It?
Department
Staff
Project
Managers
Planning &
Finance
Analysts
Top
Execs
Department
Managers
Independent
Consultants
CI Paradox
Many Global 1000 companies don’t have
full-scale CI units
 Most Global 1000 executives believe that
success depends on:

 Looking
ahead
 First-mover advantage
 Strategic flexibility and maneuvering
Competitor Analysis
Future Objectives
How do our goals compare
to our competitors’ goals?
Where will emphasis be
placed in the future?
What is the attitude toward
risk?
What drives the competitor?
Competitor Analysis
Future Objectives
How do our goals compare
to our competitors’ goals?
Where Current
will emphasis
be
Strategy
placed inHow
the future?
are they currently
What is the
attitude
competing?
toward risk?
Does this strategy
support changes in the
competitive structure?
What is the competitor doing?
What can the competitor do?
Competitor Analysis
Future Objectives
What does the competitor believe
about itself and the industry?
How do our goals compare
to our competitors’ goals?
Where Current
will emphasis
be
Strategy
placed in the future?
How are we currently
What is the
attitude
competing?
Assumptions
toward risk?
Does thisDo
strategy
we assume the future
support changes
in the
will be volatile?
competition
structure?
What
assumptions do our
competitors hold about the
industry and themselves?
Are we assuming stable
competitive conditions?
Competitor Analysis
Future Objectives
What are the competitor’s
capabilities?
How do our goals compare
to our competitors’ goals?
Where Current
will emphasis
be
Strategy
placed in the future?
How are we currently
What is the
attitude
competing?
Assumptions
toward risk?
Does this
Dostrategy
we assume the future
supportwill
changes
in the
be volatile?
competition
Whatstructure?
assumptions do our
competitors
hold about the
Capabilities
industry and themselves?
What are my competitors’
Are we operating under
strengths and weaknesses?
a status quo?
How do our capabilities
compare to our
competitors?
Dynamic Head-to-Head Rivalry
Future Objectives
How do our goals compare
to our competitors’ goals?
Where Current
will emphasis
be
Strategy
placed in the future?
How are we currently
What is the
attitude
competing?
Assumptions
toward risk?
Does this
Dostrategy
we assume the future
supportwill
changes
in the
be volatile?
competition
Whatstructure?
assumptions do our
Capabilities
competitors
hold about the
industry and themselves?
What are my competitors’
Are we operating
strengths under
and weaknesses?
a status quo?
How do our capabilities
compare to our
competitors?
Response
What will our competitors
do in the future?
Where do we have a
competitive advantage?
How will this change our
relationship with our
competition?
Strategic Group Map: Beer
(Pre-light / Pre-microbrew)
Dark/Full
Guinness
Amber
Heineken
Regular
Old Swill
Miller
Bud
Light
Low Price
High Price
Strategic Group Map: Beer
Dark/Full
Killian’s Brown
Lowenbrau Dark
Amber
Killian’s Red Amber Bock
Red Wolf
Lowenbrau
Regular
Old Swill
Light
Milwaukee’s
Best Light
Low Price
Bud
Miller
Miller Lite
Bud Ice
Guinness
Blackened Voodoo
Anchor Porter
Sam Adams
Bass Ale
Pilsner Urquell
Amstel
Cardinal
High Price