Competitive Intelligence/Analysis

Analysis is important for putting together the relevant information to really start understanding the implications of the intelligence.

Common analytical techniques in CI are:

Macro economic analysis


 * PESTEL analysis - refers to looking at the four most common macro economic factors to understand their interactions. The factors are: Political, Economic, Social, Technological changes, Ecology and Legislation.
 * Scenario planning

Industry analysis


 * Five forces analysis

Company analysis


 * Value chain analysis
 * Four corners
 * Marketing mix (4Ps)