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December 6, 2023, vizologi

Learn to Create a Competitive Intelligence Report

Crafting strategic business plans requires a deep comprehension of your competitors. This manual will aid you in generating a comprehensive competitive intelligence report, shedding light on your rivals’ areas of strength, weakness, and potential opportunities. Acquiring this vital skill can give you a competitive advantage in today’s dynamic business sphere where adaptability and deep market understanding are the key for success.

Delving into the Concept of Competitive Intelligence

Competitive intelligence signifies obtaining a holistic view of your organization’s standing compared to your rivals. It becomes indispensable in maintaining competitiveness and facilitating informed decision making in an ever-evolving market. To illustrate the potential of competitive intelligence, we have elucidated five distinct usage scenarios:

  1. Unraveling Competitor’s Sales Dynamics – Accumulate data related to your competitors’ sales teams. Details about team size, planned campaigns, the incentive system, may offer you a unique perspective into their strategy.
  2. Analyzing Rival Strategies – Undertake primary and secondary research to gain a more in-depth understanding of a competitor’s strategies, line of products, and personnel structuring. This can potentially uncover weak points that could be exploited for your advantage.
  3. Adopting Proven Practices – Examine closely how your competition attracts talent, their relationship with business partners, and their different marketing techniques. Learning from their successful strategies could be a key to your business growth.
  4. Enhancing Customer Retention – Have revealing conversations with present and past users of your competitors’ products. Understanding their experiences may unveil reasons motivating customers to shift loyalties, presenting you an opportunity to amend your approach.
  5. Evaluating Pricing Models – Conduct meticulous research to comprehend the pricing logic of your competitor. This knowledge can enable you to devise a competitive pricing strategy that attracts a larger customer base.

The methodology for performing competitive analysis should include the following steps:

  1. Recognize who your competition is.
  2. Define the objectives you want to achieve from this analysis.
  3. Choose performance indicators to evaluate your competitors’ success or failure.
  4. Understand the expectations of all relevant stakeholders involved.
  5. Opt for reliable data sources for gathering accurate information.
  6. Arrange your findings effectively using an appropriate competitive intelligence template.
  7. Share and discuss your analysis with your team, thereby getting their feedback for continual improvement.

Importance of Having Competitive Intelligence

Possessing a detailed understanding of the competitor’s moves can significantly influence business accomplishments. Getting a peek into your competitors’ sales operation can provide necessary insights to formulate or revise your strategies. Adopting successful practices from areas such as recruitment and marketing can be fuel for company expansion. Communicating with former and current customers of your competitor opens doors to understanding consumer behavior patterns.

Continuous updates and analysis of intelligence data keep you in tune with market trends, thus keeping you one step ahead in the game.

Pragmatic Examples of Competitive Intelligence Use

  1. Gaining Competitor’s Sales Insight – Assessing components like HR structuring, strategic marketing plans, and rewards systems of your competitors’ sales operation lends you a sharp competitive edge.
  2. Revealing Competitive Strategies – Delve into your competitors’ product line, strategies and personnel structure by conducting both primary and secondary analysis. Interactions with their staff and clientele can unearth valuable details.
  3. Duplicating Successful Strategies – Keeping a close eye on the recruiting practices, investment strategies and marketing techniques of your competition can play a decisive role in the growth trajectory of your business.
  4. Managing Customer Retention Proactively – Engaging in conversations with your competitor’s customers provides first-hand insight as to why they might be shifting their patronage, thus guiding your future improvements.
  5. Deciphering Pricing Models – Investigating into your competitor’s pricing practices creates an opportunity to strategize more effective competition.

A Detailed Guide to Conducting Competitive Analysis

Step 1: Deciphering Your Competitor Landscape

Competitors often come in different forms – direct, indirect or potential. Creating a thorough profile of all these categories aids in gaining a more comprehensive market overview and assists in forming robust strategies going forward.

Step 2: Articulating the Goals

Precise objectives for your competitive intelligence program are necessary to direct and streamline your research endeavors. Whether understanding your competitors’ sales strategy or deciphering their effective practices for implementation in your plan, a clear objective ensures a focused approach leading to meaningful outcomes.

Step 3: Picking Focus Areas for Evaluation

For an encompassing competitor analysis, it’s essential to choose specific areas for assessment. Your choices will serve as the indicators to measure your competitors’ performance and guide your strategic decision making. A judicious selection of these evaluation areas can offer objective insights supplanting personal bias or subjective opinions.

Step 4: Recognizing Key Stakeholders

Identifying key stakeholders is a vital step in the competitive intelligence gathering process. Stakeholders could include product development teams, sales, marketing, and various other relevant departments within the organization. These groups have specific information requirements. Catering to these needs ensures that the data obtained is actionable and helps facilitate growth company-wide.

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It generates limitless business ideas, gains insights on markets and competitors, and automates business plan creation.


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