Competitor Analysis Page 5
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6Case study 2. A leading telecommunications manufacturer wanted a better
understanding of six of its main competitors. A detailed study was carried out by Business
Advantage which examined the following areas for each competitor:
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company overview, structure and strategy
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financial and operating analysis
o
current product range
o
new product developments
o
key service provisions
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pricing structure
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quality issues
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market perceptions
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distribution and sales strategy
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marketing communications strategy and tactical implementation
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overall strengths and weaknesses
With an accurate assessment of their leading competitors, our client re-shaped some fine
points of its overall marketing strategy and then implemented plans aimed specifically to
counter competitive strength and exploit weaknesses.
The outcome? Increased revenues and an enhanced market position.
Ethical Questions
CA should not be confused with espionage; almost all the information needed can be
gathered by examining published sources, interviewing or other legal, ethical methods.
There are certainly grey areas, both between what could be considered ethical and non-
ethical, and legal and illegal - but the consequences of stepping over the line can be
severe in terms of business reputation and punishment by law. Not that that prevents
some companies from engaging in improper practices; last year in the USA the FBI
investigated hundreds of cases under the Economic Espionage Act. The Society of
Competitive Intelligence Professionals (SCIP), set up in the USA but now with a branch in
London, was established with the goal of promoting CI as a discipline bound by a strict
code of ethics.
Pel House, 35 Station Square, Petts Wood, Kent, BR5 1LZ, United Kingdom
Tel: +44 (0)1689 873636 Email:
Web:
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