Research Project: Competitive Intelligence and Organizational Success

This research project investigates the role of competitive intelligence (CI) in business strategy and organizational success, using Coca-Cola as a case study. The introduction highlights the increasing importance of CI in a complex and competitive market environment, emphasizing its role in data analysis, strategic planning, and understanding competitors. The study explores CI's impact on market expansion, business sustainability, and the formulation of effective business strategies. It examines how CI helps businesses collect, analyze, and disseminate information about competitors, products, and market trends. The report delves into the background of CI, its role in identifying market opportunities and threats, and the tools and sources used for competitive analysis, including corporate websites, government reports, and social media. The benefits of CI are discussed, including its contribution to fact-based decision-making, strategic planning, and the development of competitive advantages. The research examines how CI supports marketing efforts, market entry strategies, and overall business growth. The study provides an in-depth analysis of competitive intelligence and its impact on organizational success, focusing on the importance of data collection and analysis for making informed business decisions.

RESEARCH PROJECT:
COMPETITIVE
INTELLIGENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Background of the study.........................................................................................................2
Aims and objectives...............................................................................................................8
Research methodology...........................................................................................................9
Research findings and analysis.............................................................................................11
CONCLUSION AND RECOMMENDATION.............................................................................13
REFLECTIVE STATEMENT.......................................................................................................14
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................18
Interview Questions.............................................................................................................18
Transcript.............................................................................................................................19

INTRODUCTION
Complex business environment and changing market trends has raised the competition
level widely in the economy. It has created an considerable impact on business planning and
strategic development. Market expansion and international business operations are the integral
part of commercial activities in the present era. The impact of expansion and growth has helped
the companies in developing a clear and well measures means of development (Dishman and
Calof, 2008). Sustainability of business operations and managing a competitive edge in the
market are few key challenges that business face in the present era. As the level of competition is
becoming fierce and market norms are becoming flexible, companies are adopting new measures
and technologies to maintain a competitive market position.
Competitive intelligence is a systematic and organised approach adopted by the business
firms where by companies collect, diagnose, understand, analyse and disseminate information
about products, services, competitors, strategies, consumers, trends etc. to the management of the
business. This information is later used for planning, organizing and developing business
strategies and tactics to enhance growth within the market (Fleisher and Blenkhorn. 2013).
Competitive intelligence is a kind of system under which data is collected and analysed by the
business firms. On the basis of analysis of data intensity of competition is identified. In order to
formulate a strong business strategy it is inevitable to analyse data. Facts provide lots of
information and bring many untouched and unidentified aspects of the rival firms’ business
strategies. According to Dishman and Calof,(2008) different business units are adopting well
developed means of competitive intelligence in order to forecast the move of the competitor,
make successful business decisions, attain internal business information and identify gaps in
market based planning.
Coca-cola is one of the largest soft drink manufacturer and distributor in the world. It has
developed a renowned global brand image in the market and has attaining the highest market
share in the world. Coca-cola has developed wide demand and business growth measures within
the economy. It has developed largest supply chain within the economy and it business strategies
are highly innovative and planed. Coca-cola has a keen focus on changing market forces. The
strategic business operations of the company focuses on attaining market analysis through a
close perspective and develop a well measures result as well (Nasri, 2011). The exclusive
business strategies of the business and exclusive marketing strategies are well known for
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business growth and development in the market. The business strategies of the company thus are
planned and managed accordingly (Pelissier, 2008). The company has been selected in order to
develop a strong foundation for the present study. Competitive business intelligence has helped
the business in developing marketing and business strategies for growth and market
development. Hence, the same will be analysed and determined to attain business results.
The present research strategy is an attempt to create an intensive study on competitive
business intelligence and its impact on organizational success. It will focus on evaluating the
intensity of business data and issues related to the subject. Researches and data has helped in
analysing that competitive analysis has helped the business units in creating a wide impact on
business development and strategic business growth. It also helps in anticipating competitors
business strategies (Qiu, 2008). By collecting and analysing data, companies measure impact of
change in business strategies on the organization’s profitability. Hence, competitive intelligence
plays an important role in growth of an organization.
Background of the study
Competitive intelligence
2
Illu
stration 1: Competitive intelligence overview
(Source: Helm, 2011)

According to Myers, 2013 competitive intelligence is the systematic business approach
used for collection, assessment and integration of information for attaining valuable and well
developed business results. Tools such as online data analysis, consumer survey, market analysis,
social media, web analysis etc. are used by the companies these helps in developing effective and
valid research results. According to Xu and Mark (2007) competitive intelligence to a large
extent affects business performance and it brings positive change in the same. This is because
collection and analysis of data under competitive intelligence gives a direction to an organization
and also shows a path in which a firm must follow in order to formulate a business strategy. In
contrast to this, it asserts that use of competitive intelligence does not guarantee that an
organization is on the right track. Thus, Saayman and et.all. 2008 analysed that competitive
intelligence is a useful and smart planning tool however low market intelligence and knowledge
may be dangerous for the same. Hence, for definite business results proper implementation and
effective understanding of the tool is significant in the company. Hughes, Le Bon and Rapp,
(2013) analysed CI as a most effective means of data collection and information tool for the
business which help the companies in developing high and well developed strategies for
attaining high and competitive position within the market. It is an effective and well developed
competitive approach for the business which has a definite contribution in strategic and tactical
business decisions on a regular basis.
Role of competitive intelligence
Saayman and et.al (2008) asserts that corporate intelligence helps in identifying threat
and opportunities in the business environment. In corporate intelligence, data is collected about
change in business strategies in alignment to change in business environment. By analysing data
current trend is identified and it is compared with previous data. Positive and negative changes in
on comparison of facts related to business environment helps in identifying threats and
opportunities in the market (Wright, 2014). Thus, in this way corporate intelligence helps in
identifying threats and opportunities in the market. Not only this it also assists in detecting the
companies that takes first moves in relation to change in the business environment. Hence,
observation of trend helps business in identifying perfect time when they must bring change in
their business strategy.
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Johns and Van Doren, (2010) analysed a definite role of CI in every business aspect. It is
core aspect of every business decision and operation for the economy. It has been analysed that
the marketing segment of the business focuses on developing a well developed business position
in the market. Smith, Wright and Pickton, (2010) stated that the core foundation of effective
business is valid and reliable market information and effective gap analysis in the economy as
well. The CI framework helps a business unit in creating an effective and competitive market
position for the business as a whole. Franco, Magrinho and Ramos Silva, (2011) analysed that in
order to make specific business decisions for any aspects, market analysts analyse key aspects to
be adhered. CI then contributes the analyst in providing specific information on the subject.
According to Helm, (2011) companies position their product on the specific theme. By
doing this companies can create special image of their product in the eyes of customers. If
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Illustration 2: Competitive intelligence framework
(Source: COMPETITIVE INTELLIGENCE. 2015)

positioning is good and unique then proliferation is observed in company sales. Corporate
intelligence helps in identifying impact of change in product positioning on its sales figures.
Ultimate result of using corporate intelligence in this regard will be that company will be able to
identify positioning on which higher profit is earned by rival companies. By using this fact
company will get a direction for formulating its own positioning strategy. Hence, corporate
intelligence plays great role in improving marketing efforts of the business firms.
In views of Punch, (2009) corporate intelligence assists companies in entering into new
market. Whenever, any firm decides to enter in the new market it does not know much about that
market. It is corporate intelligence by using which company comes to know a lot of things about
the new market. By analysing collected data, the firm identifies spots where it needs to pay
special attention in order to make its business successful in new market in which it intends to
enter (Xu and Mark 2007). Hence, it can be said that corporate intelligence has lots of benefits
and by using it the company can give stiff competition to the rival firms.
Sources and tools for competitive analysis
Success of a business operation is accustomed to efficiency of a business unit in making
well defined decision to ensure high growth and development measures within the economy.
According to Dess, Lumpkin and Eisner, (2010) the ever changing business climate has
challenged the efforts of business units to stay ahead of the rivals. Companies require access to
superior competitive intelligence and services for attaining actionable insight and foresight to
5
Illustration 3: CI Sources
(Source: COMPETITIVE INTELLIGENCE. 2015)

transform the information into actionable decisions for the companies. Business units need an in-
depth analysis of competitive landscape to attain a detailed and well developed information
about competitive profiles of the business (Three Examples of Marketing Intelligence, 2014).
Strategic planning methods and sustainable business models which companies adopt for attaining
high success in the economy.
According to Tsitoura and Stephens, (2012) business units adopt variety of tools and
techniques to attain useful business information. Transparency of business information has
contributes in strategic business planning and development widely and definitely. The major
sources of information to attain integral business information includes corporate websites,
government institutes, authoritative bodies, trade specialised bodies, social media, company
blogs, social forums etc. The reliability and authenticity of the sites is one of the major business
issue for the companies. According to Gaidelys, (2010) corporate websites is one of the most
significant source of attaining a detailed and reliable information about business planning,
strategies and competitive planning. This may helps companies in attaining well developed
business positions. However, Agnihotri and Rapp, (2011) believes that reports from regulatory
bodies and government bodies is a effective and convenient means of attaining wide insight of
vast business information in limited time frame. This information is widely reliable and effective
for the business growth. The relevant use of public sources such as social sites, company blogs,
forums and trade repost also provides useful and reliable information for the companies. Huixin,
(2013) however said that competitive intelligence demands a well planned and efficient means of
data collection for developing reliable and well developed business growth aspects for the
companies.
Benefits of competitive intelligence
The significance and contribution of competitive intelligence in current competitive
market is wide and incomparable. It develops a definite foundation or the businesses on the basis
of which business decisions are made. According to AUTHOR competitive intelligence helps the
business units in attaining vast data information in limited time frame which help companies in
making right move at right point of time. For example product features of closely competitive
companies like Coca-cola and Pepsico are similar. Competitive intelligence help companies in
managing an updated information about competitive moves or planning of the business units
which has helped companies in managing sustainable business position in the market.
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Bagnoli and Watts, (2015) stated the significance of CI as a reliable measures to for
developing fact based decisions in the present competitive market. The companies in the present
ea has developed effective and reliable means of attaining current data on all aspects of the
business including financial data, production data, customer data etc. This helps competitive
firms or aspired business units to develop fact based strategies for attaining high growth in the
market. Trong Tuan, (2013) analysed the significance of CI for strategic level as well as tactical
level business decisions. Companies need to develop short term and long term business strategies
for attaining high and valuable business prospects in the economy. Different tools of CI helps the
business units in allowing current as well as future based strategies for attaining high and
valuable business results. Hence, the tool help companies in making time oriented decisions for
business growth and development in the present competitive market.
Collecting valid business information has helped the companies in enhancing access to
competitive information and market reports as well. The databases of the business helps
companies in attaining reliable information for enhancing sales and negotiations in the business.
According to Yap and Rashid, (2011) competitive intelligence can be a valuable asset to a
company's sales force because it provides latest and reliable results for the business units
regarding sales trends, product improvements and consumer preferences as well. This helps
companies in attaining a competitive edge in the market. Moreover, competitive intelligence
plays an effective role in developing strategic analysis for business units (5 Major Differences
Between Tactical and Strategic Intelligence, 2015). Databases of the companies are developed
using the vast company information required for enhancing business operations. In addition to
this Tsitoura and Stephens, (2012) analysed that CI contributes business units eliminating losses
by effectively analysing the overall business analysis by implementing well managed tools such
as BSG analysis, Market growth analysis marketing intelligence soft wares etc. Along with it the
identification of opportunities by the business unit is also one of the most significant aspect of
business unit. CI help companies in efficiently analysing their own capabilities and
competitiveness in the industry for attaining high market position in the market.
Aims and objectives
Aims The research aims at identifying importance of corporate intelligence in formulation of
business strategy
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Objectives
The research has been guided by the following objectives.
 To identify impact of competitive intelligence on the company’s performance.
 To identify utility of competitive intelligence for development of corporate business unit
strategies.
 To identify level to which competitive intelligence helps in identifying opportunities and
threats in business environment.
 To access effectiveness of positioning of the product by the competitors in the market. To identify the extent to which corporate intelligence can be used for entering into the
market.
Research questions
 Does competitive intelligence affects business performance of the companies?
 What is the utility of competitive intelligence in respect to development of corporate
business unit strategies?
 To what extent competitive intelligence helps in identifying opportunities and threats in
the business environment?
 Is competitive intelligence helps in measuring effectiveness of positioning of the product
by the competitors in the market?
 Does competitive intelligence assists in entering into new market?
Research methodology
This is on one of the most significant part of the research as it helps in developing a
structured and sorted plan for conducting research and attaining valuable results. It helps the
researcher in examining the specific components for the conducting a structured investigation.
In order to attain the present research objective researcher has effectively analysed crucial factors
for evaluating the desired results for the study.
Research philosophy
This section of the research focuses on analysing a well developed and clear and analysis
of the research design in order to develop a well structured research report for the study. Johns
and Van Doren, (2010) defined positivism and interpretivism as the crucial types of research
philosophy. For the present research interpretivism approach has been adopted because there is
no specific research to prove and attain social insight about the subject. Positivism has not been
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applied for the study as the topic of the research focuses on analysing individual approach used
by the companies in order to attain high success measures in the market by using competitive
intelligence tool.
Research approach
Research approach helps in determining the tools and techniques to deal with research
issue and attain well developed and reliable results for the study. There are two approaches of
data collection namely inductive and deductive approach (Sekaran, 2006). For the present study
inductive approach has been adopted by the researcher in order to attain well developed and
reliable research results. For this purpose researcher has efficiently developed research questions
which has helped in structuring the repost and minimized the possibility of deviation from the
subject. Deductive approach is not applicable for the study as researcher developed research
questions rather that hypothesis to attain research results.
Research type
The aim of the present study is to identify importance of corporate intelligence in
formulation of business strategy. It is a broad and intensive research topic. In order to attain the
stated aim of the study extensive study has to be undertaken. Sekaran, 2012 stated that different
types of researches such as descriptive, casual, experimental, case study analysis etc. The present
study has adopted exploratory research method because it is focusing on seeking and analysing
the new information.
Data collection
Data collection of the study is a crucial measure which helps in attaining relevant data for
the study and attain reliable information for achieving research objectives. This helps the
business unit in attaining effective and exact results (Wright, 2014). Present study has
implemented both primary and secondary means of data collection. Secondary data is past data
which has already been analysed and found by other researches. This has been collected through
various internet sources, books, journals, news articles etc. Primary data however is the recent
and brand new data (Myers, 2013). For data collection survey method has been used where
managers of the well established business unit are interviewed to attain effective research results.
Sampling
Sampling is one of the significant part of data collection and analysis. In order to collect
effective sample from the large data available, researcher has selected three well established
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business units from different industries on random basis. Coca-cola company has been selected
for the present study (Panneerselvam, 2004). 10 managers of the company were selected from
London and interviewed in order to attain effective and clear research results for the present
study. This helped in attaining appropriate, critical and valid research results for the study.
Data analysis
This section of the research report focused on analysing and representatives research
findings in effective and appropriate manner which helps the businesses in creating effective and
valid research results. The current study has adopted thematic basis of data analysis which has
effectively helped the business in proper and well developed data representation.
Research findings and analysis
The primary data was collected by undertaking employee survey from managers of Coca
Cola London. The results and analysis of the survey has been discussed henceforth.
Competitive Intelligence is a crucial tool for business decision making
On being asked about competitive intelligence factor managers of the company (Coca-
Cola) revealed a positive response. 7 out of 10 respondents said that it is one of the most
significant tool for business decision making process. 2 Managers of the company said that every
business decision focuses on short term and long term business growth. Competitive intelligence
is the technique which helps the business in collecting significant and relevant business data. 5
managers said that competitive intelligence helps in analysing market trends and data which
develops a base for company's planning process. Hence, on the basis of the above analysis it can
be effectively analysed that competitive intelligence in Coca-Coal helps in making business
decisions of the company.
Competitive Intelligence affects business performance of Coca-Cola
The managers of Coca-Cola said that competitive intelligence of the company has
developed a direct impact on the business performance of the company. They revealed that tools
such as web analysis, SWOT, PESTEL and Competitive analysis helps the business in attaining
direct and favourable business information. These information plays a significant role in FMCG
segment due to fierce market rivalry. The respondents thus revealed that on the basis of attained
business information strategic panning of the business is carried out which helps in effective
business performance.
Competitive intelligence is the integral part of marketing planning
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Marketing planning is the crucial and most innovative segment of Coca-Cola. Managers
of the company revealed that competitive intelligence helps the business in effectively analysing
the market trends, consumer needs and competitive strategies for the company. This helps the
business in effective planning and development for the organization. Respondents stated that CI
helps in evaluating the market gap in the economy on the basis of which Coca-Cola has
developed marketing measures. However, it was also reflected in the interview that CI is not the
only tool and measures used. Many other measures also helps the business. Hence, it has been
analysed that competitive intelligence is the integral part of marketing planning.
Competitive intelligence helps Coca-cola in strategic as well as tactic planning
The managers of Coca-cola revealed the fact the vast business operations of the company
are managed and operated at different strategic levels in order to attain specified business results.
According to the survey results Coca-cola has developed a competitive market position in the
economy through strategic planning and development of business operations. One of the
manager stated that competitive intelligence of the business is one of the most efficient tool for
planning business strategies at different level of business operations. The internal and external
data analysis helps the company and in making both strategic and tactical decisions. Another
manager of the business mentioned that these decisions are time bound and that companies adopt
these measures to enhance high growth and competitive edge within the market in local as well
as international market.
Competitive intelligence helps widely in making decisions regarding product positioning
Business decisions regarding marketing and promotional strategies of the business are
and effectively adopted by the business units in order to create a competitive business strategy.
The managers of the Coca-cola revealed that competitive intelligence plays a significant role in
developing a competitive market position in the economy by making well developed decisions
regarding product positioning and marketing analysis. One of the manager of the business
revealed that the R&D and marketing department of the business collectively works to analyse
an effective and well developed market position in the economy through in-depth market
analysis. The strategic analysis of product positioning is then made on the basis of the data
collected. This helps the company in developing unique and competitive market position.
Business opportunities and threats are effectively determined by competitive intelligence
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On being asked about the role of competitive intelligence in determining opportunities
and threats for the business, managers revealed that CI is very efficient and effective measures
for the same. It helps the business unit in data analysis and collection of internal and external
business environment on the basis of which effective business decisions are taken and developed
for the company. It was also analysed that competitive analysis helps the company in attaining
valid and reliable information for the business. This information is then utilised for effective
business analysis in the competitive market. Hence, Business opportunities and threats are
effectively determined by competitive intelligence.
Competitive intelligence helps in strategic decisions for business development of Coca-cola
The research data revealed that business operations and current level of marketing
operations are challenging tasks for the business. Business units use these in order to effectively
analyse the future growth strategy. In the survey it was evaluated many strategic decisions
regarding market development, product development, business enhancement, diversification,
product promotion etc. are made using strategic business tools such as Ansoff's matrix, BCG
analysis, SPACE analysis and many more. This has helped the companies in developing a
positive and well developed impact on the business planning and development process for the
organizations.
CONCLUSION AND RECOMMENDATION
The above research clearly analysed the significant impact of business operations on the
growth and development of organization operations. As per the business competitive intelligence
is a new yet effective strategy for business development. It helps the business unit in creating an
effective and valuable impact on growth of business operations. The analysis of the report helped
in analysing that competitive analysis of business operations help the companies in developing a
competitive business edge within the market. The business analysis of Coca-cola helped in
analysing that the concept plays a significant role in strategic development and growth of the
business.. Competitive intelligence is an effective and developed technique used by the business
unit in order to make well developed growth prospects in the market and to attaining high
competitive edge in the economy. The implementation of the tool in different business situations
has helped the company in attaining valuable business results for the company. Moreover, the
findings of the research helped in analysing that the tools has helped the business in making time
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oriented decisions as well. In addition to this proper and effective analysis of the concept has
helped the business unit in creating an effective impact on business operations
Analysing the report it can be said that Coca-cola should effectively adopt the process for
business development and enactment. However effective analysis of data must be taken care of
as the strategic implementation is directly linked to the data collected. Moreover, authentic and
reliable data is significant for the study hence this will help the business in attaining effective and
well developed business objectives. The company must use well developed measures and
sources for attaining updated and reliable results on the subject. Hence, it can be said that
corporate intelligence is very important in formulation of business strategy.
REFLECTIVE STATEMENT
Current research focuses on assessing the same through structured research analysis and
data integrations. The study has undertaken well developed theoretical perspective for
understanding the subjective concept of the study. Implementing variety of data and research
methods has helped researcher in drawing valid and reliable conclusion for the study. It is helped
in linking the theoretical perspectives of the business operations with practical implications. It
helped me in developing wide and in-depth knowledge about different strategies utilised by the
companies for conducing actual business research in the market. I undertook research of different
theoretical aspects of research study which was a challenging task for me. However, it helped in
attaining in-depth knowledge and understating about the subject.
I referred different books, journals and articles for completing the project which was very
interesting part of the research. It helped me to evaluate different aspects of business studies and
analysis of the same in actual business situations. It enhanced my knowledge and understating
about the subject. In addition to this present research helped me in developing my research and
analytical skills. Furthermore, it helped in determining the actual business working and measures
that companies adapt to attain business objectives. Hence, I can say that the above research was
very useful for me as it brushed up my knowledge, enhanced my skills and updated me with
current trends of the market.
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REFERENCES
Books & journals
Agnihotri, R. and Rapp, A., 2011. Perspectives on competitive intelligence within business: A
tactical tool for sales-people to gain a competitive advantage. The Marketing Review,
11(4), pp.363-380.
Bagnoli, M. and Watts, S.G., 2015. Competitive intelligence and disclosure. The RAND Journal
of Economics, 46(4), pp.709-729.
Dess, G.G., Lumpkin, G.T. and Eisner, A.B., 2010. Strategic management: Text and cases.
Dishman, L. P. and Calof, L. J.,2008. Competitive intelligence: a multiphasic precedent to
marketing strategy. European Journal of Marketing. 42 (7/8).pp.766 – 785.
Fleisher, S. C. and Blenkhorn. L. D.,2003. Controversies in Competitive Intelligence: The
Enduring Issues. Greenwood Publishing Group.
Franco, M., Magrinho, A. and Ramos Silva, J., 2011. Competitive intelligence: a research model
tested on Portuguese firms. Business Process Management Journal, 17(2), pp.332-356.
Gaidelys, V., 2010. THE ROLE OF COMPETITIVE INTELLIGENCE IN THE COURSE OF
BUSINESS PROCESS. Economics & Management.
Hughes, D.E., Le Bon, J. and Rapp, A., 2013. Gaining and leveraging customer-based
competitive intelligence: the pivotal role of social capital and salesperson adaptive selling
skills. Journal of the Academy of marketing Science, 41(1), pp.91-110.
Huixin, H.X.Z., 2013. Build enterprise competitive intelligence system model based on big data
[J]. Journal of Intelligence, 3, p.006.
Johns, P. and Van Doren, D.C., 2010. Competitive intelligence in service marketing: A new
approach with practical application. Marketing Intelligence & Planning, 28(5), pp.551-
570.
McBurney, D. and White, T. 2009. Research Methods. Cengage Learning
Myers, M.D., 2013. Qualitative research in business and management. Sage.
Nasri, W., 2011. Competitive intelligence in Tunisian companies. Journal of Enterprise
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Panneerselvam, R., 2004. Research methodology. PHI Learning Pvt. Ltd.
Pelissier, R., 2008. Business Research Made Easy. Juta & Co.
Punch, F. K., 2009. Introduction to Research Methods in Education, SAGE.
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Punch, F. K., 2009. Introduction to Research Methods in Education, SAGE.
Qiu, T.,2008. Scanning for competitive intelligence: a managerial perspective. European
Journal of Marketing. 42 (7/8). pp.814 – 835.
Saayman,A. And et.all.2008. Competitive intelligence: construct exploration, validation and
equivalence. Aslib Proceedings.60(4).pp.383 – 411.
Saunders, M., Lewis, P., Thornhill, A., 2007. Research Methods for Business Students, 4th
edition. Prentice Hall.
Sekaran, U., 2006. Research Methods for Business: A Skill Building Approach. John Wiley &
Sons.
Smith, J.R., Wright, S. and Pickton, D., 2010. Competitive intelligence programmes for SMEs in
France: Evidence of changing attitudes. Journal of Strategic Marketing, 18(7), pp.523-536.
Trong Tuan, L., 2013. Competitive intelligence and other levers of brand performance. Journal
of Strategic Marketing, 21(3), pp.217-239.
Tsitoura, N. and Stephens, D., 2012. Development and evaluation of a framework to explain
causes of competitive intelligence failures. Information research, 17(2).
Wright, S., 2014. Competitive Intelligence, Analysis and Strategy: Creating Organisational
Agility. Routledge.
Xu. and Mark.,2007. Managing Strategic Intelligence: Techniques and Technologies:
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Yap, C.S. and Rashid, M.Z.A., 2011. Competitive intelligence practices and firm performance.
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Online
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intelligence-18117.html>. [Accessed on 23rd April 2016].
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The Advantages of Business Intelligence. 2014 [Online]. Available through :<
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[Accessed on 23rd April 2016].
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APPENDIX
Interview Questions
Q 1) Why do you think Competitive Intelligence is a crucial tool for business decision making?
Q 2) Does Competitive Intelligence affects business performance of Coca-Cola?
Q 3) What are your opinion regarding the statement “Competitive intelligence is the integral part
of marketing planning”?
Q 4) Does Competitive intelligence helps Coca-Cola in strategic as well as tactic planning?
Q 5) Do you think that Competitive intelligence helps widely in making decisions regarding
product positioning?
Q 6) How do you think Business opportunities and threats are effectively determined by
competitive intelligence?
Q 7) How Competitive intelligence helps in strategic decisions for business development of
Coca-Cola?
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Transcript
Q 1) Why do you think Competitive Intelligence is a crucial tool for business decision making?
 Respondent # 3: Every business decision focuses on short term and long term business
growth. Competitive intelligence is the technique which helps the business in collecting
significant and relevant business data
 Respondent # 5: Competitive intelligence helps in analysing market trends and data
which develops a base for company's planning process
Q 2) Does Competitive Intelligence affects business performance of Coca-Cola?
 Respondent # 1: that tools such as web analysis, SWOT, PESTEL and Competitive
analysis helps the business in attaining direct and favourable business information. These
information plays a significant role in FMCG segment due to fierce market rivalry.
 Respondent # 7: Through competitive intelligence, strategic panning of the business is
carried out which helps in effective business performance.
Q 3) What are your opinion regarding the statement “Competitive intelligence is the integral part
of marketing planning”?
 Respondent # 2: competitive intelligence helps the business in effectively analysing the
market trends, consumer needs and competitive strategies for the company. This helps the
business in effective planning and development for the organization.
 Respondent # 9: CI helps in evaluating the market gap in the economy on the basis of
which Coca-Cola has developed marketing measures. However, it was also reflected in
the interview that CI is not the only tool and measures used.
Q 4) Does Competitive intelligence helps Coca-Cola in strategic as well as tactic planning?
 Respondent # 2: vast business operations of the company are managed and operated at
different strategic levels in order to attain specified business results. Coca-Cola has
developed a competitive market position in the economy through strategic planning and
development of business operations.
 Respondent # 10: competitive intelligence of the business is one of the most efficient tool
for planning business strategies at different level of business operations. The internal and
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external data analysis helps the company and in making both strategic and tactical
decisions.
Q 5) Do you think that Competitive intelligence helps widely in making decisions regarding
product positioning?
 Respondent # 4: that competitive intelligence plays a significant role in developing a
competitive market position in the economy by making well developed decisions
regarding product positioning and marketing analysis.
 Respondent # 6: the R&D and marketing department of the business collectively works to
analyse an effective and well developed market position in the economy through in-depth
market analysis. The strategic analysis of product positioning is then made on the basis of
the data collected. This helps the company in developing unique and competitive market
position.
Q 6) How do you think Business opportunities and threats are effectively determined by
competitive intelligence?
 Respondent # 1: CI is very efficient and effective measures for the same. It helps the
business unit in data analysis and collection of internal and external business environment
on the basis of which effective business decisions are taken and developed for the
company.
 Respondent # 8: competitive analysis helps the company in attaining valid and reliable
information for the business. This information is then utilised for effective business
analysis in the competitive market.
Q 7) How Competitive intelligence helps in strategic decisions for business development of
Coca-Cola?
 Respondent # 5: business operations and current level of marketing operations are
challenging tasks for the business. Business units use these in order to effectively analyse
the future growth strategy.
 Respondent # 9: many strategic decisions regarding market development, product
development, business enhancement, diversification, product promotion etc. are made
using strategic business tools such as Ansoff's matrix, BCG analysis, SPACE analysis
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and many more. This has helped the companies in developing a positive and well
developed impact on the business planning.
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