Competitive Intelligence

Competitive Intelligence
A Powerful Management
Concept for Gaining
Competitive Advantage
“THE THINK FACTORY”
DIE DENKFABRIK Gesellschaft für Technologie- und Wirtschaftsberatung mbH
Korngasse 9; 35510 Butzbach
Tel: + 49 (0) 6033 73 0 54 FAX: +49 (0) 6033 74 3 76
E-mail: [email protected] Web: www.DENKFABRIK.de
PROFILE RAINER MICHAELI
Education
Intelligence Experience
¾ Dipl.-Ing. Luft- und Raumfahrttechnik
TU Braunschweig / University of York, GB
¾ MBA (INSEAD) France
Prof. Experience
¾ Project- and Productmanagement DIEHL
GmbH & Co KG
¾ Key Account Manager
COMPUNET AG
Founder and owner of DIE DENKFABRIK,
Gesellschaft für Technologie- und
Wirtschaftsberatung mbH since 1993
Board Member SCIP (Society of Competitive
Intelligence Professionals) since 2003
Military OR-studies
Over 500+ „Competitive Intelligence“ Projects
for leading national and international
companies
CI - Trainer for IIR, Euroforum, Management
Circle, DGI, EAP (Ecole Européenne des
Affaires, Paris), SCIP
Adjacent lecturer at FH Darmstadt on
„Competitive Intelligence“ and „Dynamic
Strategies“
Various publications and a textbook on „CI“
DIE DENKFABRIK GmbH, Korngasse 9
D - 35510 Butzbach Tel: + 49 (0) 6033 73 0 54
www.denkfabrik.de
GB_CI_Eng.ppt
2
INTRODUCTION
Company Profile DIE DENKFABRIK (literally “The Think
Factory)
¾ Founded in 1993, located in Butzbach, near
Frankfurt (Germany)
¾ 4 employees, 10 free - lancers
¾ Global network of associated partners
¾ SCIP (Society of Competitve Intelligence
Professionals) member since 1995. We strictly
adhere to its codes of ethics.
Business Segments
Manageering
Competitive
Intelligence
Strategy
Consulting
¾ Our Mission
Raise clients “corporate intelligence”
¾ Qualification
Our professionals have a variety of business
experience, ranging from engineering
disciplines to institutional intelligence to top
management consulting. Our ”state-of-the-art”
Competitive Intelligence Services reflect a
unique integration of these backgrounds into
Competitive Intelligence concepts that have
proven to be successful in practice
DIE DENKFABRIK GmbH, Korngasse 9
D - 35510 Butzbach Tel: + 49 (0) 6033 73 0 54
www.denkfabrik.de
GB_CI_Eng.ppt
3
INTRODUCTION
What is Competitive Intelligence (CI)?
COMPETITIVE INTELLIGENCE IS ...
BENEFITS OF CI
” ... an analytical process which transforms
disaggregated company, industry and market data into
actionable strategic knowledge about the position,
performance, capabilities and intentions of target
companies
¾ Gain a better understanding of existing and
potential competitors, suppliers, customers,
partners, acquisitions
¾ Assess the dynamics of your market:
anticipate trends, threats and opportunities
¾ Valuate new businesses, markets and
technologies
¾ Strengthen your competitive position
through benchmarking, SWOT analysis,
differentiation
¾ Reduce uncertainty and risk for decision
making
... one of the most valuable and cost-effective
competitive tools that managers can utilize
... NOT market research or management consulting
”At least competitor intelligence is analyzed information about competitors that is aimed at
preventing the average executive from looking like a fool a few years down the road”. (Gilad)
INTRODUCTION (2)
From Data to Knowledge
feedback; questions
initiate new CI projects
Field operations &
Secondary sources
KNOWLEDGE
DATA
new CI cycle to
answer new CINs
advice
discuss
comment
Intelligence
Expert
"Goalkeeper"
Filter
Scan
Integrate
Clarify
Condense
Escalate
Intelligence
Manager
Analyze
Assess
Prioritize
Escalate
Interest groups
Disseminate
DIE DENKFABRIK GmbH, Korngasse 9
D - 35510 Butzbach Tel: + 49 (0) 6033 73 0 54
www.denkfabrik.de
Exchange of
comments
Decisionmaking
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OUR SCOPE OF RESEARCH
SERVICES
Espionage
Public
Competitive
Intelligence
Industrial
Market Research
Printed
Restricted
Secret
Every research task has unique tools & techniques
DDF applies the most efficient (and ethical) tools for the task
Mkt Research
Industrial Spies
DIE DENKFABRIK
Specialized Mkt Research Companies
Traditional Mkt Research Companies
Data Volume
DIE DENKFABRIK GmbH, Korngasse 9
D - 35510 Butzbach Tel: + 49 (0) 6033 73 0 54
www.denkfabrik.de
GB_CI_Eng.ppt
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YOUR KEY TO SUCCESS
Raise your „Corporate Intelligence“!
Evolutionary companies excel at continuously
performing the “Corporate Intelligence Cycle”
Unternehmen
S
1) Understand market and
environment
Gründungsrate
S
Arbeitsplätze
B
Arbeitskraft
S
O
S Arbeitskräfte
O
Zuzugsrate
B
Bevölkerung
S
S
Finanzwirtschaftliche
Perspektive
¾Eigenkapitalrentabilität
¾ Marktanteile
¾ Kapitalfluß
Wie sollten wir aus
Kapitalgebersicht dastehen?
Lernen und Innovation
Kundenperspektive
Wie sollten wir uns
entwicklen, um unsere
Vison zu erreichen?
Wie sollten wir aus Kundensicht
dastehen?
2) Define and verify
strategies
“Corporate Intelligence” enables
companies to remain successful in
an ever changing, dynamic
DIE DENKFABRIK GmbH, Korngasse 9
environment
D - 35510 Butzbach Tel: + 49 (0) 6033 73 0 54
www.denkfabrik.de
¾Lieferzeiten
¾Qualität
¾Kundenzufriedenheit
¾Preisbildung
Vision
&
Strategy
¾Anreizsysteme
¾Mitarbeiterzufriedenheit
¾Entsprechung zum
Anforderungsprofil
Geschäftsprozesse (Effizienz)
Auf welche Geschäftsprozesse müssen wir uns
konzentrieren, um unsere Kunden und Kapitalgeber
zufrieden zu stellen
¾Durchlaufzeit
¾Verkaufszahlen
neuer Produkte
3) Achieve objectives
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WHAT WE DO
We offer comprehensive Competitive Intelligence (CI)
Services, tuned to the needs of our clients
PROJECTS
Our approach emphasizes the delivery of CI that is
actionable and targeted. It encompasses more than
gathering and analyzing information. We provide
action - oriented alternatives, specific risk
evaluations and then provide CI support for the
implementation of decisions.
Competitive Intelligence
Services
CI PROGRAMS
Competitive Intelligence
Programs
CI Institut
Projects
Tools & Techniques
Ad -hoc & Monitoring
Competitor
Profiling
Technology
Assessments
CIN
Monitoring
Early Warning
CI INSTITUT
Threat / Risk
Analysis
Applications
Benchmarking
We offer full scale in-house implementation of
continuous CI systems at clients site. Our programs
include a tailored concept, design and
implementation of the system.
Satisfaction
Survey
Due
Diligence
We offer a certified CI training program for CI
Research, CI Analysts and CI Managers. Course
include: CI 101, Operation of Information Networks,
Competitive Analysis (Tools & Techniques), Counter
Intelligence etc
OUR FOCUS
¾ Technology oriented industries
¾ Corporate and major SBUs
¾ Complex decision -making processes
WHAT WE DO (2)
We offer in-depth Decision Intelligence (DI) Services,
applying proven quantitative management concepts
IT SUPPORT
¾
¾
¾
¾
¾
¾
CI Systems
Scenario planning
War - Gaming
Early Warning Systems
Forecasting
Competitive Strategies
DIE DENKFABRIK GmbH, Korngasse 9
D - 35510 Butzbach Tel: + 49 (0) 6033 73 0 54
www.denkfabrik.de
GB_CI_Eng.ppt
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INSTITUTE FOR
COMPETITIVE INTELLIGENCE
(ICI)
Advisory Council
Prof. Dr. Craig S. Fleisher
Odette School of Business of
the University of Windsor,
Ontario, Canada.
Erik Glitman
CEO Fletcher/CSI Vermont,
USA. Lecturer Champlain
College Burlington, Vermont
USA
Competitive Intelligence
CI
Center
Institut
The Institut for Competitive Intelligence was founded to provide post-graduate professionals a solid, flexible CI training. It offers certified courses
for CI-Analysts, CI-Researchers and CI-Managers.
Find more information under www.competitive-intelligence.com about the institute, the advisory council and our faculty. All workshops
are offered as tailored in-house workshops as
well.
Prof. Dr. Utz Schäffer
European Business
School (ebs), OestrichWinkel, Germany
Sheila Wright
De Montfort Universität of
Leicester Business
School, UK.
DIE DENKFABRIK GmbH, Korngasse 9
D - 35510 Butzbach Tel: + 49 (0) 6033 73 0 54
www.denkfabrik.de
GB_CI_Eng.ppt
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Projekte
CORE COMPETENCES
DDF has developed a unique concept for providing
innovative, comprehensive Competitive Intelligence
APPLIED INSTITUTIONAL CI
Transforming proven concepts and
methodologies of “institutional intelligence” to the
business environment provides the foundation
for our operational procedures of innovative
intelligence collection and solid analysis.
Close decision support in tough, technologicallyoriented markets requires a sound
understanding of industry dynamics, applied
technologies, organizational behavior, and
decision-making processes.
KNOWLEDGE MANAGEMENT
At DDF we excel in handling information &
data flows from sources (primary and
secondary), through our global teams and
analysts up to the end-users (decisionmakers). Careful planning, multiple
approaches as well as ongoing crosschecking and quality control of deliverables
guarantee reliable findings, leading to
superior results. The client receives findings
developed to analyze sound alternatives that
permit calculated and action-driven decisions.
COLLECTION BY INDEPENDENT
TEAMS
The backbone of our collection approach is our
global network of independent (external) teams.
These independent, skilled, and capable
professionals contact relevant primary sources
close to targets in a unique way, to enable
collection of hidden information, as well as future
plans and intentions of executives’ targets.
APPLIED INSTITUTIONAL
COMPETITIVE INTELLIGENCE
HOW WE OPERATE
Our combined intelligence know-how and operational
experience put us in a position to provide “state-ofthe-art” support throughout the intelligence cycle.
Careful planning, innovative collection, tight control,
smart, actionable analysis-- grant tough cases a
breakthrough.
Project Resources and Special Approaches
Our varied global resources allow us to optimize
teams and approaches to set project infrastructure.
To achieve and maintain a critical mass of
information--and yield exceptional results--we utilize
multiple teams and multiple approaches,
incorporating knowledge spinning techniques as well
as unique interviewing and meeting techniques.
Confidentiality and Security
A “double-blind” approach for all involved parties is
an efficient way to secure client interest and enhance
confidentiality.
Commitment to Success
Complete commitment to the toughest assignments
enables us to go beyond the best efforts of ”from cell
to picture” analysis and to offer alternatives for action
which lead to support in implementation.
YOUR ADVANTAGES
¾ Results rather than just answers
¾ An in-depth understanding of competitor’s
behavior and intentions
¾ Our experience leads to high success rates,
even on tough projects.
COLLECTION THROUGH TEAMS
A NETWORK OF TEAMS
YOUR ADVANTAGES
DFF’s Intelligence collection
capability is based on the knowhow that comes from operating a
global network of independent
professionals. Our worldwide
projects are executed by teams
operating from over 20 countries.
Approach
Through innovative techniques,
inside information - including
future plans and intents of target
executives - is no longer mission
impossible. Our concept of
spinning teams from continent to
continent, from country to country,
is in many cases the optimal
solution.
Operational Issues
Our team activities are executed
under tight SCIP guidelines,
assuring legal and ethical
operations.
Full commitment - from project
managers to all team members
- to deliver:
¾ Multiple, cross-checked
findings, generating sound
collection of intelligence
Quality Control
Tight planning, briefing, and
debriefing, while using several
approaches and teams for
each major project, are the
TQM in our business.
Secondary Sources
To efficiently launch and brief
our teams on an on-going
basis, we conduct in-depth
analysis of secondary
materials.
¾ In-depth insight into “hardto-find” information
¾ Flexible team assignments
to react to unforeseen
knowledge gaps
KNOWLEDGE MANAGEMENT
FROM SOURCES TO DECISION - MAKERS
YOUR ADVANTAGES
At DDF we drive a rigid analytical process of
findings and resource deployment. Information and
data are collected until critical mass is achieved.
Then interim findings are fed into working
hypotheses (“draft” knowledge), which we spin
backwards and forward until they are validated.
Ongoing cross-checking and refinement enables a
solid and reliable analysis which triggers the
presentation of calculated, defendable alternatives.
Intensive contribution of clients and ourselves
to achieve an exceptionally creative CI working
environment leads to even the toughest
assignments yielding valuable results that lead
to better decisions.
Ongoing Client Interactions
Knowledge is transferred and exchanged with our
client at each stage of a project. Expertise of clients
is used to refine the findings and guide further
collection activities. At each stage of the project, the
client has full control over project status and SOW
completion.
This entire cycle of spinning information between
field teams, analysts and our clients creates an
exceptionally creative problem-solving environment.
RELATED SERVICES
Our knowledge management know-how can
be implemented to support our clients’ efforts
to establish internal CI:
¾ Continuous monitoring of CIN (Critical
Information Needs)
¾ Ad-hoc CI projects
¾ Internal programs and systems (CIS)
¾ Implementation of Business Simulators and
Decision Support Systems to continuously
analyze the impact of intelligence of your
decisions
CASE STUDY
Decision Intelligence (1)
BACKGROUND
Our client - a midsize manufacturer of hightech industrial goods, based in Europe leading in its traditional markets observed an
increasing “hostile” business environment:
¾ Price erosion,
¾ ongoing M&A activities of competitors,
¾ deregulated markets,
¾ emerging technologies that might substitute
existing products.
Especially a US based competitor, who
recently had acquired a German competitor
was perceived as a threat to existing markets.
Recent R&D efforts were targeting Asian
markets - it was unclear how this market
would develop and which distribution approach
would be appropriate
CRITICAL INFORMATION NEEDs (CIN)
Our client’s top CINs was to assess the actual and
potential threat of their main competitor for their
existing markets
An in-depth assessment of the Asian market and
the emerging technologies (with potential
applications) was requested as well.
METHODOLOGY
A three - phases CI - project plan was developed,
defining work packages, responsibilities and client
interaction.
Formal and informal meetings were established to
leverage on existing client’s technological
expertise.
CASE STUDY
Decision Intelligence (2)
PROJECT EXECUTION
Within short notice a sound understanding of
the competitor’s intentions was established.
Based on this framework, a detailed CI plan
was drawn and brought into action. Through
multiple sources world-wide data was collected
and analyzed.
MAIN DELIVERABLES
No immediate threat to our client’s home
market was prevailing
Changes of the “industry rules” through
upcoming offerings of new services were
identified and the effect on clients surveyed
Potential cooperation partners in Asia were
identified and assessed
MAIN BENEFITS FOR CLIENT
¾ Time to set up feasible counter actions
¾ Entrance in pre-qualified cooperation
discussions with Asian partner
¾ Ongoing monitoring framework for industry
¾ Re-focus of R&D activities
¾ Increased awareness of managers for
Business Intelligence
¾ Established platform for company internal
information networks
All in all our client achieved an improved
competitive positioning
CLIENT INTERACTION
Successful projects are based on an open,
interactive relationship
OUR COMMITMENT
Briefing of SOW issues and underlying CINs
providing insight to client’s mission
Rigid project decision - making (phasing,
milestones and go-no-go decisions)
Realistic time frames and budgets (priorities
and related interim findings)
Defining critical mass of resources as a “must”
during a project, especially in the early phase.
Precise definition of expectation level /
requirements for tough SOW items
COMBINED COMMITMENT
Tight interaction during project execution
Continuous client‘s experts feedback on
findings
Budget
%SOW Completion
100 %
CLIENT COMMITMENT
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SUMMARY
DIE DENKFABRIK GmbH - your interface
to a successful future
SUMMARY
The future has many names.
For the weak it is the unreachable.
For the timorous it is the unknown
For the courageous it is an opportunity
Victor Hugo
In-depth competitive intelligence depends on
teamwork. Simple enough in theory, but
practice is another matter ...
DIE DENKFABRIK GmbH offers a
comprehensive package of competitive
intelligence services
¾ tailored to your needs
¾ ready to go on short notice
¾ striving to reach the “optimal” value for you
Value to Client
¾ based on extensive hands-on experience
and analytical capabilities
OPTIMAL
Cost of Delivery
Intelligence delivered