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What is Competitive Intelligence

This is an extract from   a lecture we gave to MBAs, business school students & graduates at the University of Westminster in London. Watch for a taste or click here for the full lecture.

We’ve done many other presentations including Zoom / online presentations and webinars. You can view more on our Videos / Webinars page which includes a 2024 talk on how AI (artificial intelligence) can be used to support competitive intelligence.

Contact us if you would also like us to talk to your employees or students on any aspect of competitive or marketing intelligence.

 

 

Strategy, Training, Analysis & Research Solutions

Gathering intelligence on competitors and the business environment is an essential part of business planning. Marketing & competitive intelligence should feed into all business strategy.

Our services are aimed at supporting you in this process – helping you maximise your profits and make your business the best in your industry. We categorise them using the abbreviation STAR – Strategy, Training, Analysis, Research.

Marketing & Competitive Intelligence Training

There’s an old saying: give a man a fish and he’ll eat for a day but teach him to fish and he’ll eat for a lifetime.

Part of our mission is to support companies of all sizes (from SME to multi-national) in their own efforts – by offering training workshops covering all aspects of competitive and marketing intelligence.  Training is customised to client needs via in-depth training workshops or one-on-one mentoring. Our training aims to help you discover how to best gather and use the intelligence needed for strategic decisions. We can also assist you in setting up a competitive intelligence function in your company.
 
Outsourcing business research is akin to giving a man a fish. Our training services aim to teach clients how to fish – for the intelligence they need to gain competitive advantage!

Competitive / Marketing Intelligence Research & Analysis

We offer a range of competitive and marketing intelligence strategy, research and analysis options including
  • due diligence
  • tradeshow & conference intelligence - gathering information that can give insights to competitor sales & marketing strategies
  • win-loss analysis – providing insights for customer acquisition / retention strategies
  • adhoc studies answering specific competitive or marketing intelligence questions
  • on-going monitoring, tracking and profiling of key competitors
  • qualitative B2B marketing and competitive intelligence research
  • war-game organisation and facilitation – supporting strategy assessment and evaluation and more.

We will work with you to help you uncover the intelligence needed for your business decisions

Competitive & Marketing Intelligence Training Options

AWARE specialises in in-house training covering all aspects of Competitive and Marketing Intelligence from the basics to advanced analysis. Unlike most public courses, which tend to be standardised and non-industry or skill specific, our courses are customised to your needs.

Competitive & Marketing Intelligence Research & Analysis Services

Making a strategic decision based on a hunch or limited information is dangerous – especially if the information turns out to be biased or wrong. In order to act you need intelligence so you can understand the situation and make effective decisions. Whether it is about particular competitors, the marketplace, new technologies or any other question, AWARE will support you by finding answers using in-depth primary and secondary research approaches to uncover the truth.

Our services include:

  • Due Diligence Research.
  • In-depth competitive intelligence & market research aimed at answering specific questions about a competitor, market or industry.
  • Company Profiling to give you a full picture on a target company: strengths, weaknesses, strategies, background, people, etc.
  • Key person intelligence - profiling senior managers to understand their management approach.
  • Trade-Show Intelligence - gathering information at trade shows, conferences and exhibitions.
  • Competitor & Product / Service benchmarking.
  • Win-Loss Analysis providing detailed information on lost sales and why sales are won.
  • Competitor Monitoring & Industry Tracking.
  • Advising on strategic approaches to the market – including how markets may change (via scenario planning and war game exercises).
  • Setting up a CI Function.
  • Counter-Intelligence – checking for intelligence weaknesses, information leaks or even suspected fraud.

Cookies

We use cookies to help make our website better. If you continue to use our site we'll assume this is OK.… About Cookies