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
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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
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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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