Competitive Intelligence/Analysis

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Analysis is important for putting together the relevant information to really start understanding the implications of the intelligence.

Common analytical techniques in CI are:

Macro economic analysis

  • PESTEL analysis - refers to looking at the four most common macro economic factors to understand their interactions. The factors are: Political, Economic, Social, Technological changes, Ecology and Legislation.
  • Scenario planning

Industry analysis

  • Five forces analysis

Company analysis

  • Value chain analysis
  • Four corners
  • Marketing mix (4Ps)