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Competitive Analysis

Sun Tzu and the Art of War. If you are ignorant of both your enemy and yourself,then you are a fool and certain to be defeated in every battle.If you know yourself, but not your enemy, for every battle won, you will suffer a loss.If you know your enemy and yourself, you will win every battle.. I

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Competitive Analysis

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    1. Competitive Analysis Features and Functions

    2. Sun Tzu and the Art of War If you are ignorant of both your enemy and yourself, then you are a fool and certain to be defeated in every battle. If you know yourself, but not your enemy, for every battle won, you will suffer a loss. If you know your enemy and yourself, you will win every battle.

    3. Intelligence Gathering Businesses are at war - fighting to gain the same resource and territory How is Competitive Intelligence Different Than Business Espionage? CI uses public sources to find and develop information on competition, competitors, and the market environment (Vella & McGonagle, 1987). Unlike business espionage, which develops information by illegal means like "hacking," CIP uses public information - all information that can be legally and ethically identified and accessed. http://www.brint.com/papers/ciover.htm How is Competitive Intelligence Different Than Business Espionage? CI uses public sources to find and develop information on competition, competitors, and the market environment (Vella & McGonagle, 1987). Unlike business espionage, which develops information by illegal means like "hacking," CIP uses public information - all information that can be legally and ethically identified and accessed. http://www.brint.com/papers/ciover.htm

    4. Who is your competitor ? Other organizations offering the same product or service now. Other organizations offering similar products or services now. Organizations that could offer the same or similar products or services in the future. Organizations that could remove the need for a product or service.

    5. Know about your competitor: how he thinks what his strengths are what his weaknesses are where he can be attacked where the risk of attack is too great....

    6. Resources Searching Online Databases Contacting Government Agencies Investment Community Resources Surveys and Interviews Surveys Drive-by and On-site observations Reverse Engineering of competitor's products and services Drive-by and On-site Observations of the competitor's parking spaces, new construction-in-progress, customer service at retail outlets, volume and pattern of trucks, etc. can yield useful CI information about the state of the competitor's business. Drive-by and On-site Observations of the competitor's parking spaces, new construction-in-progress, customer service at retail outlets, volume and pattern of trucks, etc. can yield useful CI information about the state of the competitor's business.

    7. Society of Competitive Intelligence Professionals http://www.scip.org/http://www.scip.org/

    8. Context Determines Content And Users

    9. IA – overall job Capture the site’s design goals Communicate the business objectives, such as audience, sales targets and brand Create access point to content from a variety of incoming pages Design navigation, menus, sites maps, etc Label and organize data Map content to appropriate sections Protect users from getting lost.

    10. Competitive Analysis in IA Understand the competition what your competitors are doing what they are offering to customers how to maintain your competitive advantage.

    11. Competitive Analysis in IA Build your domain knowledge content functionality Get to know your client’s business Open client’s eyes to possibilities of new/different content and functionality LA is large and mouseover interactiveGet to know your client’s business Open client’s eyes to possibilities of new/different content and functionality LA is large and mouseover interactive

    12. Competitive Analysis in IA Identify best practices re: content and function Works well for competition What is commonly offered on the Web What is a successful implementation? What is the quality of the user experience?

    13. Competitive Analysis in IA Expand the dialogue What does the gathered competitive data mean to the client’s (and site’s) strategic direction. Expand the possibilities New direction?

    23. Reference & Resources Competitive Analysis: Understanding the Market Context by Jason Withrow Web Page Analyzer - from Website Optimization

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