競爭情報訓練與策略

為什麼競爭情報對您的企業很重要?
Competitive Intelligence (CI) is a method used to gather and analyze information about competitors, which may not always be easily obtained or publicly available.
Understanding how competitors will act in the marketplace can build profits and new competitive advantages for your company. You can adapt your products faster, achieve cost advantages, and differentiate your market position. CI can help you deter competitive movements and build market share.
採集 智力
有多種形式的情報收集,例如市場研究或市場情報,可用於:
- 了解您的市場格局(例如規模、地區、人口統計)。
- 從潛在客戶和客戶那裡獲得有關不同產品或服務的回饋,例如,您可能會了解買家正在考慮的替代品或替代品。
- create a list of companies that compete with yours.
競爭情報通常被用作補充其他調查結果的策略工具。了解競爭對手可能的計劃和努力,可以讓您的公司製定進攻和防禦策略,從而在市場上取得更大的成功。
The process of gaining certain information about competitors requires a planned approach, good organizational skills, and analytic experience. It is not simply finding data or statistics, but understanding the implications it has to your business.
Good intelligence that is converted to insights can be used to help top executives and marketing managers to make better informed strategic business decisions – both short-term as well as long term.
根據競爭情報結果制定策略
一旦透過各種其他情報、研究和討論確定了「目標公司」名單, 一個計劃 需要製定並招募適當的人員來實施。
這樣的計畫必須設定目標並預測如何使用結果。
- 需要回答哪些問題?
- 競爭對手是否計劃推出新產品?或進入新市場?或擴大銷售團隊?改變其定價?
- 是否有合併或合作的機會?
- (注意:獲得此類問題的答案需要技巧,因為它們不能簡單地直接提出。就像在某些運動或格鬥中一樣,你需要讓對手「失去平衡」或分散他們的注意力。)
- 誰將接受訪問?
- What people are likely to have the answers — or part of the answers — to your questions? It could be the competitor’s sales force, engineers, their ad agency, public relations firm, present customers, or members of their supply chain.
- 將會觀察到什麼?
- 結合網站、時事通訊、貿易出版物、專利申請甚至職位發布的內容可以提供資訊洞察。
- 對社交網路、部落格或討論版的選擇性監控可能會越來越多地發現有關競爭性企業發展的有用資訊。
- 貿易展覽和會議提供了許多收集資訊的機會,這些資訊可以結合起來形成見解,例如展位大小、抵押品數量和在場員工人數,可以為此類活動提供大致的營銷預算。此外,您還可以聆聽演示或銷售宣傳,從而了解新功能或服務。
- 資訊如何整合與呈現?
- 一個數據點通常不足以得出結論,因此建議使用多個來源、訪談或觀察。
- 結論應該是現實和可信的,因此任何假設都需要清楚地提出。
- 表明人們對向利害關係人提供的建議的信心程度是一種很好的做法。
- CI 提供了一個預警系統 (EWS),該系統可以偵測訊號,提醒您競爭對手可能正在計劃做一些會影響您業務的事情。
競爭情報培訓
A good CI professional may have experience with journalism, interviewing, reporting, and writing skills. Alternatively, a market researcher or statistician with strong analytic 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.
重要的是要明白,CI 的重點是深入了解競爭對手正在做什麼或計劃做什麼,而市場研究則以客戶為中心。 因此,即使客戶接受了調查並告訴您他們對競爭對手的態度以及他們對產品的使用情況,他們也不是了解這些公司未來策略的來源。
SIS trains companies to build internal CI functions. Founded over 40+ years ago as “Strategic Intelligence Systems”, we helped build CI departments that can rapidly receive and analyze information from around the world. We continue this legacy in training companies to be agile CI organizations.