∗ obtain competitor information in a legitimate way
∗ analyze information so that competitors can be better understood, and strategic options explored
∗ develop ways of achieving competitive advantage which may move the organization ahead of others in the industry
This book provides a comprehensive guide for marketing and planning practitioners, managers and management consultants, to enable them to improve the competitor information and intelligence available to their organizations, and to use it to gain advantages over the competition. The book goes beyond the broad concepts, and gives practical advice on how to obtain and use the necessary information, offers various analytical techniques and approaches, and shows how to develop strategies for both attack and defence. It includes numerous cameo examples, a case history of how an organization undertook competitor analysis in an industry with little coherent published information, worked examples of many of the methods suggested, as well as a number of case studies of various industry situations. The text builds on a sound conceptual foundation, and draws heavily on the authors′ practical experience.
Attack, Defend or Collaborate?
Industry Analysis –
Key to Understanding the Competitive Arena.
Industry Analysis in Practice.
Using Critical Success Factors in Planning.
Understanding Competitors: Methods of Analysis.
Sources of Information for Competitor Analysis.
Competitor Analysis in Practice: A Case History.
Assessment of National Competitiveness: A European Example.
Organizing for Competitor Analysis.
The European Wine Industry.
The World Flavour Industry.
The West European Car Rental Industry.