{"id":18894,"date":"2015-09-21T21:55:32","date_gmt":"2015-09-21T21:55:32","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=18894"},"modified":"2026-01-26T18:08:34","modified_gmt":"2026-01-26T23:08:34","slug":"schulung-und-strategie-zur-wettbewerbsanalyse","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/de\/losungen\/strategieberatung\/schulung-und-strategie-zur-wettbewerbsanalyse\/","title":{"rendered":"Competitive Intelligence-Training und Strategie"},"content":{"rendered":"<h1 class=\"wp-block-heading\">Competitive Intelligence-Training und Strategie<\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-6d3fb522\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-6d3fb522\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Strategy-consulting-28.jpg\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Strategy-consulting-28.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Strategy-consulting-28-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Strategy-consulting-28-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Strategy-consulting-28-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Strategy-consulting-28-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\" alt=\"SIS International Marktforschung &amp; Strategie\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"s1\">Warum ist Competitive Intelligence f\u00fcr Ihr Unternehmen wichtig?<\/span><\/h2>\n\n\n\n<p class=\"p1\"><span class=\"s2\">Competitive Intelligence (CI) is a method used to gather and analyze information about competitors, which may not always be easily obtained or publicly available.<\/span><\/p>\n\n\n\n<p>Understanding how competitors will act in the marketplace can build profits and new competitive advantages for your company.\u00a0 You can adapt your products faster, achieve cost advantages, and differentiate your market position.\u00a0 CI can help you deter competitive movements and build market share.<\/p>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"s1\">Versammlung&nbsp;<\/span><span class=\"s1\">Intelligenz<\/span><\/h2>\n\n\n\n<p class=\"p1\"><span class=\"s1\">There are several forms of <a href=\"https:\/\/www.sisinternational.com\/de\/losungen\/strategieberatung\/marktintelligenz\/\" title=\"Marktintelligenz\"  data-wpil-monitor-id=\"6762\">intelligence<\/a> gathering such as Market Research or Market Intelligence that can be used to:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">understand the <a href=\"https:\/\/www.sisinternational.com\/de\/abdeckung\/marktforschung-asien\/grosenanalyse-des-asiatischen-marktes\/\" title=\"Asiatische Marktlandschaft und Gr\u00f6\u00dfenforschung\"  data-wpil-monitor-id=\"10573\">landscape of your market<\/a> (e.g. size, regions, demographics).<\/span><\/li>\n\n\n\n<li><span class=\"s1\">gain feedback from prospects and <a href=\"https:\/\/www.sisinternational.com\/de\/losungen\/fintech-strategieberatung-forschung\/beratung-zur-kundengewinnung-im-finanzdienstleistungsbereich\/\" title=\"Beratung zur Kundengewinnung im Finanzdienstleistungsbereich\"  data-wpil-monitor-id=\"10578\">customers about different products or services<\/a>, e.g. you might learn about alternatives or substitutes being considered by buyers. <\/span><\/li>\n\n\n\n<li><span class=\"s1\">create a list of companies that compete with yours.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Competitive Intelligence is often used as a strategic tool to complement other findings. Having knowledge of the likely plans and efforts of your <a href=\"https:\/\/www.sisinternational.com\/de\/global-competitive-intelligence-blueprint-von-ruth-stanat-competitive-intelligence-magazine\/\" title=\"Globales Competitive Intelligence-Unternehmen\"  data-wpil-monitor-id=\"2188\">competition allows your company<\/a> to have both offensive and defensive strategies in place to achieve greater success in the marketplace.<\/span><\/p>\n\n\n\n<p class=\"p1\"><span class=\"s1\">The process of gaining certain information about competitors requires a planned approach, good organizational skills, and analytic experience.<span class=\"Apple-converted-space\">\u00a0 <\/span>It is not simply finding data or statistics, but understanding the implications it has to your business.<\/span><\/p>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Good intelligence that is converted to insights can be used to help <a href=\"https:\/\/www.sisinternational.com\/de\/losungen\/branding-und-kundenforschungslosungen\/produkttests-marktforschung\/sis-internationals-geschmackstest-fur-lebensmittel\/\" title=\"Was SIS International Research zum TOP-Marktforschungsunternehmen f\u00fcr Lebensmittelgeschmackstests in New York City macht\"  data-wpil-monitor-id=\"10568\">top executives and marketing<\/a> managers to make better informed strategic business decisions \u2013 both short-term as well as long term.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"s1\">Entwicklung einer Strategie aus den Ergebnissen der Wettbewerbsbeobachtung<\/span><\/h2>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Sobald eine Liste von \u201eZielunternehmen\u201c durch eine Vielzahl anderer Informationen, Recherchen und Diskussionen identifiziert wurde, <\/span><span class=\"s2\">ein Plan<\/span><span class=\"s1\"> Es muss ein Konzept entwickelt und geeignetes Personal f\u00fcr die Umsetzung eingestellt werden. <\/span><\/p>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Such a plan must set <a href=\"https:\/\/www.sisinternational.com\/de\/losungen\/strategieberatung\/ziele-und-schlusselergebnisse-rahmen-marktforschung\/\" title=\"Ziele und Schl\u00fcsselergebnisse Frameworks Marktforschung\"  data-wpil-monitor-id=\"10580\">objectives and anticipate how results<\/a> will be used.<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\"><strong>Welche Fragen m\u00fcssen beantwortet werden?<\/strong> <\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">Plant ein Konkurrent die Einf\u00fchrung eines neuen Produkts? Oder den Eintritt in einen neuen Markt? Oder die Erweiterung seines Vertriebsteams? Eine Preis\u00e4nderung?<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Gibt es Fusions- oder Partnerschaftsm\u00f6glichkeiten?<\/span><\/li>\n\n\n\n<li><span class=\"s1\">(Hinweis: Es erfordert Geschick, Antworten auf solche Fragen zu erhalten, da sie nicht einfach direkt gestellt werden k\u00f6nnen. Wie in bestimmten Sportarten oder beim K\u00e4mpfen m\u00fcssen Sie Ihren Gegner \u201eaus dem Gleichgewicht bringen\u201c oder ablenken.)<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong><span class=\"s1\">Wer wird interviewt?<\/span><\/strong>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">What people are likely to have the answers &#8212; or part of the answers &#8212; to your questions? It could be the competitor\u2019s sales force, engineers, their ad agency, public relations firm, present customers, or members of their supply chain.<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span class=\"s1\"><strong>Was wird beobachtet?<\/strong> <\/span>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">Die Kombination von Inhalten von Websites, Newslettern, Fachpublikationen, Patentanmeldungen oder sogar Stellenausschreibungen kann informative Einblicke liefern.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Durch gezielte \u00dcberwachung sozialer Netzwerke, Blogs oder Diskussionsforen lassen sich zunehmend n\u00fctzliche Informationen \u00fcber Entwicklungen in konkurrierenden Unternehmen gewinnen.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Messen und Konferenzen bieten viele M\u00f6glichkeiten, Informationen zu sammeln, die zu Erkenntnissen kombiniert werden k\u00f6nnen. So lassen sich beispielsweise aus Standgr\u00f6\u00dfe, Menge an Werbematerial und Anzahl der anwesenden Mitarbeiter ungef\u00e4hre Marketingbudgets f\u00fcr eine solche Veranstaltung ableiten. Dar\u00fcber hinaus k\u00f6nnen Sie sich m\u00f6glicherweise eine Pr\u00e4sentation oder einen Verkaufsgespr\u00e4ch anh\u00f6ren und so etwas \u00fcber eine neue Funktion oder Dienstleistung erfahren.<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong><span class=\"s1\">Wie werden die Informationen integriert und pr\u00e4sentiert?<\/span><\/strong>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">Ein Datenpunkt reicht im Allgemeinen nicht aus, um eine Schlussfolgerung zu ziehen. Daher werden mehrere Quellen, Interviews oder Beobachtungen empfohlen.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Die Schlussfolgerungen sollten realistisch und glaubw\u00fcrdig sein und daher m\u00fcssen alle Annahmen klar dargestellt werden.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Es empfiehlt sich, den Grad des Vertrauens in die den Stakeholdern erteilten Ratschl\u00e4ge anzugeben.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">CI bietet ein Fr\u00fchwarnsystem (EWS), das Signale erkennt und Sie darauf aufmerksam machen kann, dass ein Konkurrent wahrscheinlich etwas plant, das Auswirkungen auf Ihr Gesch\u00e4ft haben k\u00f6nnte.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"s1\">Competitive Intelligence-Schulung<\/span><\/h2>\n\n\n\n<p class=\"p1\"><span class=\"s1\">A good CI professional may have experience with journalism, interviewing, reporting, and writing skills. Alternatively, a <a href=\"https:\/\/www.sisinternational.com\/de\/losungen\/fintech-strategieberatung-forschung\/bankdatenanalyse-marktforschung\/\" title=\"Marktforschung zur Bankdatenanalyse\"  data-wpil-monitor-id=\"10565\">market researcher or statistician with strong analytic<\/a> abilities can often be trained for this role. There are many other backgrounds that at times can lead to successful performance in the CI function.<\/span><\/p>\n\n\n\n<p class=\"p1\"><span class=\"s1\">It is important to understand that CI is focused on gaining insights into what your competition is doing or planning to do while <a href=\"https:\/\/www.sisinternational.com\/de\/sachverstand\/branchen\/marktforschung-fur-fokusgruppen-im-automobilbereich\/\" title=\"Marktforschung f\u00fcr Fokusgruppen im Automobilbereich\"  data-wpil-monitor-id=\"10567\">Marktforschung<\/a> is customer-focused.<span class=\"Apple-converted-space\">&nbsp; As such, even if customers are surveyed and tell you about their attitudes about your competitors and their usage of their products, they are not a source of knowledge about future <a href=\"https:\/\/www.sisinternational.com\/de\/top-unternehmen-fur-b2b-markteinfuhrungsstrategien\/\" title=\"F\u00fchrendes Unternehmen f\u00fcr B2B-Markteinf\u00fchrungsstrategien\"  data-wpil-monitor-id=\"10575\">strategies of those companies<\/a>.<\/span><\/p>\n\n\n\n<p><a href=\"https:\/\/www.sisinternational.com\/de\/uber-sis-international-research\/karriere-bei-sis-international\/\" title=\"Karriere bei SIS International\"  data-wpil-monitor-id=\"10570\">SIS trains companies to build internal<\/a> CI functions.&nbsp; Founded over 40+ years ago as &#8220;Strategic Intelligence Systems&#8221;, we helped build CI departments that can rapidly receive and analyze information from around the world.&nbsp; We continue this legacy in training companies to be agile CI organizations.<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Wir schulen Unternehmen darin, Informationen \u00fcber Wettbewerber und M\u00e4rkte zu sammeln und zu analysieren.<\/p>","protected":false},"author":1,"featured_media":62562,"parent":14567,"menu_order":9,"comment_status":"open","ping_status":"open","template":"","meta":{"footnotes":""},"class_list":["post-18894","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/pages\/18894","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/comments?post=18894"}],"version-history":[{"count":9,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/pages\/18894\/revisions"}],"predecessor-version":[{"id":81735,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/pages\/18894\/revisions\/81735"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/pages\/14567"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/media\/62562"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/media?parent=18894"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}