Please use this questionnaire to assist your understanding of your Competitive Intelligence needs. You don't have to fill out all the boxes as some will not be applicable to your needs. Hopefully, it will provide a guide to make things easier.
Please describe your industry Summarise the problem in one or two sentences. No more.
Describe the situation you are experiencing. And understand the key players and the problems are you facing. Describe what do you need to know and what will you do with the Intelligence.
What isn't the problem? What do you need to know to solve the problem?
The following boxes are designed to help you think about the questions you need to know about your own competitors and markets. Try and avoid questions that will offer just yes/no answers. Write the question so non-expert would understand. We recommend no more than 6 key questions.
Technology associated questions
What developments are underway regarding product, production and packaging technologies? What does their product do better than anyone else? What's their weaknesses in their tech compared to others? Where ais re they similar to others? What are their key product features? Which channel partners do they engage with?What are the key technical areas where X are focusing their research & development? What new products are they developing? What are their intentions or plans to launch or extend brands/ products? Do they have new packaging and delivery systems? What developments are underway in terms of product, production and packaging technologies? What is the expected product launch date?
What are your market associated questions?
Questions like: What are their key market segments and geographies? What are the challenges in the market? How will you differentiate against them? Can you isolate vulnerabilities to exploit? What is the best route to market? What about their marketing strategies? Which companies should we acquire to develop market share in that area?
Should we move into that market? Where do we not want to compete with them? Whom do they target? Are they a cheap brand or exclusive? Modern youth or traditional?
And product related questions
Why do their customers buy their products? What are their key product features? Which channel partners do they engage with? What are the key technical areas where X are focusing their research & development?
What new products are they developing? And, what are their intentions or plans to launch or extend brands/ products? Do they have new packaging and delivery systems? What developments are underway in terms of product, production and packaging technologies? What is the expected product launch date? How quickly can they bring a new product/service to market?
What are your sales and customer associated questions?
What are their key brands? How do they sell into their market? What vulnerabilities can we exploit? Who are their key customers? Where do they compete and which customers and niches? What do their customers like about them? What do your customers like about them?
Competitor pricing questions
What is their pricing strategy? And, what are the implications for our company if we move into that market? What is the planned filing procedure in Europe for regulatory approval? Is the company aiming for a premium price? Are they following an established trend for companies in the market to trim prices? Were industry-wide price reduction expected, and is this competitor is the first to implement this? Does the price cut affect the whole range of your rivals' products or just one or two key ones? If just one or two, then why?
Strategy and forward looking questions
Questions like, what are they going to do next? What are their competitive advantage and strengths? Who do they see as their key competitors in the market? Are their strategic objectives achievable and will they clash with yours? How are they going to fight in the future? How and where might their objectives conflict with ours? What is the range of options open to us for dealing with unfolding new realities?
What financial related questions do you have?
Who is backing them, and what is their real financial state? What is their real financial performance? How strong is the financial management function?
What is the company's overall rate of return? In total? By product line? By business segment?
What is the company's return on investment (ROI)?
Key people questions
Who are their key people? How are the top three layers of the organisation structured? Are there any unfilled positions at the manager level or above?
Does the company formally identify backup candidates for critical positions? Who are they?
What characteristics are crucial to ascend to top management positions?
How is their supply chain structured? What is their supply chain cost structure? What is their production capacity? Where do they manufacture their products? What does their supply chain look like?
We will send you a copy of this questionnaire and we can discuss your needs or just use it to do yourself.
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