ICI-1 - Competitive Intelligence Basics Workshop
Achieving competitive advantage through systematic competitor and market analysis
 In times of increasing competition and complex, fast-moving competitive environments, it is important to be one step ahead of the competition. Businesses have to anticipate the activities of their competitors when developing their strategic positioning. Competitor analysis is essential to the successful development of corporate strategy, conducting anticipatory strategy planning and gaining a measurable competitive advantage. Competitive Intelligence, which brings in a systematic analysis process, adds the decisive edge to strategy.
This workshop conveys the fundamentals needed to efficiently conduct research, master information overload, use analytical tools intelligently, implement Competitive Intelligence as a process in your business and make strategic decisions with greater certainty.
 Through the more than 15-year CI-experience of the course instructor Rainer Michaeli, "Competitive Intelligence" will be demonstrated hands-on and interactively through exercises and examples from different industries.
Active cooperation of the attendees is expected during the workshops. After all, it is your questions that have to be answered.
Besides the workshop documents, the attendees receive numerous current articles and checklists on the subject of Competitive Intelligence.
Workshop foci
The value of Competitive Intelligence for your business
- What does Competitive Intelligence signify for strategic corporate planning?
- How does Competitive Intelligence influence the competitive capacity of the company?
- Ethical and current legal conditions
- Differences between "Competitive Intelligence" und "market research"
- What do the Competitive Intelligence cycle, planning, collection, competitor analysis and reporting look like in detail?
Competitor analysis of one's own company:
Where are we now and where do we intend to go?
- How is your business positioned in the market?
- What do you already know about your competition? Ask for decisive information on companies, market sectors, products, methods, technologies, patents, etc.
- How is the competition positioned and how does it differentiate itself?
Handling the information overload and testing the quality of data
- Make or buy: Buying data or in-house data collection? What can external information service providers accomplish (information broker, consultants, market research agancies)
- How to test the quality and credibility of data
- Gaining competitor information: observation, primary research (human intelligence) and secondary sources (Internet, online databases, print media)
- Building up and cultivating information networks (internal and external)
Analytical methods to determine the competitive and market situation
- Tools and techniques that you will have to learn for your daily competitor analysis: competitor profiling, competitor portfolios, financial analyses, timeline analysis, Porter's 5 Forces industry structure analysis, SWOT analysis, etc.
- Satisfy the critical information needs of the decision maker/receiver: editing of information and intelligence reporting
Successful implementation of a Competitive Intelligence system in a business
- The objective and intelligence demand analysis
- Who are the users of intelligence? (when, what, by what date, how often and in what format)
- How do you implement Competitive Intelligence in the organization? (roles, responsibilities, technical implementation and budgets)
- Solution approaches with which you can develop a Competitive Intelligence Center in your business: from simple desktop solutions through to intranet portals
- Trends, news and solutions of various CI software providers
- Determining realistic Competitive Intelligence success criteria
- How do you secure the know-how of your own business against corporate crime and espionage/counter intelligence?
Readings
Articles
More Information
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