Competitor Intelligence

The seminal work of Michael Porter in the 1980s provided a conceptual basis to competitor analysis which has stood the test of time. The emphasis of his work, and of many books by other authors which followed it, has been on the why and what of competitor analysis. David Hussey and Per Jenster's book moves beyond this to the problems faced by organizations in applying the concepts at a practical level. It shows how real companies can use competitor intelligence and analysis in real situations.

Three major strands are drawn out by this book, which shows how to:

• obtain competitor information in a legitimate way
• analyze information so that competitors can be better understood, and strategic options explored
• develop ways of achieving competitive advantage which may move the organization ahead of others in the industry

This book provides a comprehensive guide for marketing and planning practitioners, managers and management consultants, to enable them to improve the competitor information and intelligence available to their organizations, and to use it to gain advantages over the competition. The book goes beyond the broad concepts, and gives practical advice on how to obtain and use the necessary information, offers various analytical techniques and approaches, and shows how to develop strategies for both attack and defence. It includes numerous cameo examples, a case history of how an organization undertook competitor analysis in an industry with little coherent published information, worked examples of many of the methods suggested, as well as a number of case studies of various industry situations. The text builds on a sound conceptual foundation, and draws heavily on the authors' practical experience.

1. The Foundations for Competitor Analysis
2. Attack, Defend or Collaborate?
3. Industry Analysis — Key to Understanding the Competitive Arena
4. Industry Analysis in Practice
5. Using Critical Success Factors in Planning
6. Understanding Competitors: Methods of Analysis
7. Sources of Information for Competitor Analysis
8. Competitor Analysis in Practice: A Case History
9. Assessment of National Competitiveness: A European Example
10. Organizing for Competitor Analysis
11. The European Wine Analysis
12. The World Flavour Industry
13. The West European Car Rental Industry

A very practical guide on how to do competitor analysis.