Strategic Marketing: Planning and Control, Third Edition

has generally not been perceived. This is obviously difficult especially as many organisations fail to recognise major signals i ...

political structure will differ from a unitary political system. In the UK there is a parliament for Scotland and an assembly fo ...

The central role of this PEST analysis is to identify the key factors that are likely to drive change in the environment. Then t ...

3 Potential entrants: The threat of potential entrants will be determined by a number of barriers to entry that may exist in any ...

This model allows an organisation to identify the major forces that are present in the industry sector. This can be related to t ...

change in favour of one particular competitor? Consideration of relative competitive position of rivals is an important aspect o ...

Tools which are used to analyse the internal environment, such as the value chain, can of course be used to analyse competitors ...

● Competitor’s current and past strategies: There are three areas that should be explored in order to establish a competitor’s c ...

offers a competitor production capacity for new products. The flexibil- ity of production staff is also an important issue to id ...

■ Problems in identifying competitors Analysing members of a strategic group provides crucial information on which to base strat ...

potential areas of growth, is crucial to developing a marketing strat- egy, as is establishing if any areas are in decline. ● Tr ...

Lehman, D. R. and Weiner, R. S., Analysis for Marketing Planning, 2nd edn, Irwin, Homewood, Illinois, 1991. Porter, M. E., Compe ...

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CHAPTER 3 Competitive intelligence ...

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■ What is competitive intelligence? Competitive intelligence (CI) has something of an image problem. The term conjures up an ima ...

40 Strategic Marketing: Planning and Control CI can provide a number of useful functions within any organisation. These can be s ...

The reality is that most organisations have some form of CI. For example they conduct benchmarking exercises, commission market ...

Collection Based on established intelligence requirements, a collection strategy is now developed. Pollard (1999) advocates tran ...

History teaches us the importance of evaluation and classification. Most military, political and commercial intelligence failure ...