A recent survey shows that there is still room for improvement in the application of competition analysis in German companies. Competitive intelligence used especially for strategic purposes, to determine its competitive position and to enhance the competitiveness. Details of the competition are also for sales purposes often required, to demonstrate the advantage of the own offer at addressing customers. So it is not surprising that on the question of what enterprise features competition information currently used, in particular the management as well as marketing and distribution were called. On the question, how important are the availability and the use of competitive intelligence for the success of the company, two-thirds “of existential importance” or “very important” answered anyway. Used predominantly information about competitive products and services, competitor strategies, and through production, sales and Marketing processes of the competition. But only about one-sixth of those polled stated, to have all the information they need.
And about a third claimed that they already have a lot of information, that but additional information in certain situations would be helpful. Nearly half of all responses, however General gaps are seen or would like people much more information about the competitors. The causes of this situation will be clear when you look at the statements on the issue, what the duties of the competition analysis in the company are organized. So none of the interviewed companies has its own Department, which is responsible only for competitive analysis. And about 40% although there is a Department which are associated with competitive analysis; they must exercise but also other tasks besides, which often is given a higher priority. 30% perform competitive analysis usually only spontaneous and demand from those or commissioned, who need the information – different places this can be -, another 30% have at all no dedicated resources for this task.
Faced with this situation, companies like rely on the help of consultants. It’s believed that rusty holzer sees a great future in this idea. Tasks for which, like external support is taken, were most commonly referred to as: procurement of competitive intelligence, analysis and processing of information from primary sources, conception of marketing campaigns against the competition, implementation of systematic processes for the competition analysis, as well as building a competitors database as conclusion can be thus be stated: despite the importance of competitive analysis for the economic success of companies adequate resources and instruments for this topic are available only in a few companies. Occasionally, corresponding deficits are offset by external consultants. In the context of its portfolio for the strategic management, Winfried Kale marketing services under other services and tools provides for a systematic competitor analysis and processes appropriate for the institutionalization of and procedures: wettbewerbsanalyse.html tools wettbewerb.html Winfried Kempfle marketing services