Beruflich Dokumente
Kultur Dokumente
Customer Analysis
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.2
INTELLIGENCE IS EXTERNAL
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.3
Competitor
Industry
Capabilities,
Structure &
Plans, &
Trends
Intentions
Corporate Technology
Security CI Group Developments
Threats & Sources
Political,
Economic, Markets &
& Social Customers
Forces
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.4
SURVEY SAYS…
More than 7 out of 10 . . . But most say they do not
companies claim to have have the means, interest, or
an organized CI function . . understanding to use it
. properly.
CI in US Companies
100%
Support sales
90%
80%
29%
70% Support new
Have an
organized CI 60% product launches
process 50%
Do not have an 40% Strategic
organized CI alliances, JVs and
30%
71% process
20% licensing
10% R&D planning
0%
Tactical Uses Strategic Uses
HOW TO CREATE
INTELLIGENCE: THE CI
• CYCLE
Most corporate intelligence programs
consist of four broad functions:
Planning &
–Planning and direction: Direction
management and oversight of
intelligence to ensure a demand-
driven, needs-based program. Decision Makers
–Information collection: exploiting Informati
secondary and primary (human) on
Collectio
sources for information, n
observations, and insights.
–Analysis: interpreting information,
drawing conclusions, identifying
Report & Inform
implications, and making strategic
recommendations.
–Reporting: disseminating finished Other Users Analysis
intelligence products, in time, to
those managers with the
responsibility and authority to act on
the information.
The Intelligence Cycle: Each step is
necessary and adds value
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.6
In the news
Facebook takes its money transfer business
global
Collaboration with transferwise Ltd
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.7
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.8
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.9
What are the strengths, weaknesses, and future strategic intentions of our
major competitors?
What new technologies are emerging that could impact our business?
What are the emerging legislative or regulatory changes that could have a
significant impact on our customers, products, and services?
What M&A or JV activity might be on the horizon and what are its
implications for our company’s products and services?
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.10
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.11
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.12
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.13
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.14
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.15
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.16
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.17
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.18
Iwaiter anyone??
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.19
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.20
• The device is
• Applebee’s and supposed to really
Chili’s think those make money when
online games are groups, especially
going to be the big families, pay $0.99
cash cow for them. to play games like
“. trivia on the device
while they sit,”
reports Forbes
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.21
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.22
• Who is involved in
buying and
consuming ?
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.23
• What is their
choice criteria ?
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.24
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.25
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.26
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.27
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.28
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.29
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.30
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.31
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.32
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
Slide 4.33
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008