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The Role and Practice of Competitive Intelligence Analysis in an Era of Global Agricultural Trade

Outline . What is Competitive Intelligence (CI)Why the Need of CI in Global Agricultural Trade/CommodityCritical tools in CICI and the Cocoa Value ChainConclusions . 2nd Caribbean Fine Cocoa Conf

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The Role and Practice of Competitive Intelligence Analysis in an Era of Global Agricultural Trade

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    1. The Role and Practice of Competitive Intelligence & Analysis in an Era of Global Agricultural Trade 2nd Caribbean Fine Cocoa Conference and Chocolate Expo Ritz – Carlton Golf & Spa Resort, Rose Hall, Jamaica, Thursday 15th & Friday 16th September, 2011 Vindel L. Kerr, DBA, Univ. of Manchester President & Managing Consultant GovStrat Limited

    2. Outline What is Competitive Intelligence (CI) Why the Need of CI in Global Agricultural Trade/Commodity Critical tools in CI CI and the Cocoa Value Chain Conclusions 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 2 9/6/2012

    3. 3 What is Competitive Intelligence In·tel·li·gence: Information that has been analysed to the point where a decision can be made. 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 9/6/2012

    4. 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 4 Market Research & CI Market Research … “ is the function which links the consumer to the organization through information—information used to identify and define marketing problems; generate, refine and evaluate marketing performance; and improve our understanding of marketing as a process.” CI is not Market Research…”. The realities of market research tend to be on issues or problems associated with the profitable marketing of a firms product and service offerings. Competitive Intelligence is broader…it is a ‘value added’ concept that layers over the top of business development, market research and strategic planning. 9/6/2012

    5. 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 5 Framework Definitions Category Definitions Examples Data: Raw, unconnected 2003=100 employees pieces of knowledge 2004=75 employees Information: Knowledge derived from drop in employment a collection of studied data Analysis: The process of sorting and Cutback is indicative of distilling the information into tight fiscal management intelligence style; meets or exceeds industry’s efficiencies standards Intelligence: The implementation Good value as an of organised information acquisition; great growth from which a decision can be potential in expanding made 9/6/2012

    6. 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 6 The Information Chain Intelligence Information Data 9/6/2012

    7. 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 7 All Business is War Sun Tzu wrote the “Art of War” in China some 2,500 years ago. It starts: The art of war is of vital importance to the State. It is a matter of life and death, a road either to satisfy or to ruin. Hence under no circumstance can it be neglected. It ends: Hence it is the only enlightened ruler and the wise general who will use the highest intelligence of the army for purposes of spying, and thereby they achieve great results. Spies are a most important element in war, because upon them depends an army’s ability to move. 9/6/2012

    8. 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 8 KNOWN, UNKNOWN AND … Information & Knowledge we’re not aware of What we’re aware of, but don’t know What we know 9/6/2012

    9. 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 9 USEFUL INTELLIGENCE IS: 9/6/2012

    10. 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 10 Building the CI Knowledge Base 9/6/2012

    11. 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 11 CI and BI Provide Comprehensive Coverage of External Environment 9/6/2012

    12. 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 12 Two Essential Steps Timing…Find the “Moment” Pursue an appropriate Analytical Framework (and sources) 9/6/2012

    13. 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 13 STANDARD CI TOOLS Benchmarking Value Chain Mapping Timelining Data Base Management Advertising analysis Strategic Listening techniques War gaming Profiling Differentiation Segmentation Interviews Porter Analyses Financial Ratios 9/6/2012

    14. Why the Need for CI in Global Agricultural/Commodity Trade Deterioration in the terms of trade against commodity producing countries—falling revenue from cocoa trade, and thus results in ripple effect across the value chain—R/D, production, processing, marketing, support services, inter alia Margins are decreasing Market environment is constantly changing Rapid Technological Change Intense Global Competition Consolidated Global Competitors The quality issue 9/6/2012 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 14

    15. ROLE of CI GLOBAL COMMODITY/ Cocoa trade Some Key Considerations: Maybe used as a generic tool to obtain greater transparency and traceability in product quality--as a result of a need for “fair trade”, “fair prices” and “fair labour” practices. Inter-dependency between produces and industry necessitates convergence of interests of both major parties for mutual benefits and industry sustainability. CI could be a strategic tool to be used by the producers who are the more disadvantaged The importance of supplying the global market with the best quality beans is only one of the key fundamentals in the cocoa value chain. Who, how and whom the quality ‘paradox’ benefit is another matter. CI could be applied in understanding the ‘geopolitical’ realities and may well benefit producer countries and producers in particular. 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 15 9/6/2012

    16. 16 VULNERABILITIES 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 9/6/2012

    17. 17 CONCLUSIONS To execute a successful CI program, consider the following: i. Assess your competitors’ intelligence capabilities and intentions ii. Sense emerging, future and unconventional competitors iii. Study your competitors’ foreign and domestic intelligence collection techniques iv. Learn what your competitor knows about your company 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 9/6/2012

    18. What You Know, and What You Don’t What you know imperfectly… may harm you But what you don’t know…will kill you 2nd Caribbean Fine Cocoa Conf & Chocolate Expo September 14-16, 2011 Ritz-Carlton Golf & Spa Resort_VLKerr 18 9/6/2012

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