Know-How Exchange : Strategy

Hi Chris

you have not mentioned what industry the state owned companies are engaged in. anyway, my 2 cents are (based on FMCG model).....

you can collect data on the following and store these in a webportal only accessible to your client enterprises.

1. total outlets universe for each of the brands/categories
2. total no of outlets covered by each of the SOE brands and competition brands in each state as well as nationally
3. distribution reach (2/1 for each brand)by outlet category (i.e. covenience, grocery, super stores, malls etc.)
4. Out of Stock scenario for the each of the competiting brands
5. the distributor, wholeseller, retailer price as well as margin for each by SKU
6. the MRP for each brand by SKU
7. the pack size of each SKU (i.e. a carton of Lux will contain 72 pcs of LUX 90gms)
8. the method of method of distribution as well as frequency of distribution
9. the trade promotions run by each brands in each state or nationally
10. the consumer promotions run by each brand by state, by outlet category.
11. a regular (at least monthly) retail tracking and consumer tracking consisting of brand TOM awareness, brand positioning report etc.

all the information must contain your clients brands as well.

once you have got all these information (you need to use various market research agencies for collecting these), its most ideal that all these info are stored and updated in the portal. you can create this portal withing the LAIntranet of your client and only selected few will have access to this portal. responsible person can always track the market position of the brand against the competition in any state as well as national level.

there must be a module in this portal to allow the responsible team of your client (like Trade Markteting team) can input the information for regular update of the portal in addition to the research firms (appointed by you/your client).

hope this helps..

cheers!!

Hi Chris,


Actually the question can not be answered in this forum. But here you can gather some ideas

the model is very much the model small and medim sized forwarders unite in order to serve their local customers internationally.

Firstly define exactly what is meant under - Competitive Intelligence. What is behind this notion

Is it an information data bank organized in the form of a web based system.
Or it is just the another name of sales leads exchange system

If it is a data bank then you should very clearly define:

- what is the data will be input from each of the members in order to have as an output useful information about the
- how the data will be input
- how information - under the form of reports - will be generated
- how is it to be used
- what processes will this CI system reflect

If you have more info - please advise. May be I can assist you with some ideas which you can further develop.


Why don't you visit www.salesforce.com and play with their product. This might give you some ideas.

Georgi

Understanding WHAT competitive intelligence means is crucial to getting the value you expect.

Competitive intelligence is NOT data or information. Rather it is deep analysis of data and information and that analysis must include implications for your company. This means that you need the right info (which refers to current, accurate and sufficient data, along with non-quantitative information).

Intelligence is the result of findings patterns or meaning or new insights from substantial amounts of information. Think of this discipline as being designed by Sherlock Holmes. Each piece of data and information is a piece of the puzzle, and you don't know what the puzzle looks like until you have ALL the relevant pieces.

This preamble is critical to making the best decision. Most of the time people think data is intelligence. The results almost always will be bad decisions - as the foundation (data) is outdated, wrong, or incomplete and misleading. Competitive intelligence requires thinking, questioning, and implications.

A suggested framework involves someone who oversees the info that the various members bring to the group. That person should create categories for the various input/pieces. To start with, there could be a separate folder for each state. As you obtain more information, start segmenting each state folder: by company, or function, or miscellaneous (until you can determine what it should be called.)

You may not know how any one piece adds value, but the combined information and thoughtful analysis eventually will yield that insight.

Allow all appropriate persons to submit info, but the source (newspaper article, trade document, comments at a bar, website, etc.) and date must be included or it must be labeled as "overheard" or "opinion" so its validity can be properly assessed.

Overtime, the breadth and depth of the information will begin to paint a picture. Participants should be loudly and regularly recognized for their contributions - to encourage others, as well as to indicate what kind of info the facilitator deems useful.

This does work. Think of when you do research prior to buying a car. Individual data is insufficient - data on mpg or hp or seating capacity or trunk dimensions As you add more info, and the "right" info (repair rates, ease of repair, comfort, quality of air flow, etc.), the more likely it is that you will believe you made a great decision.

Seena Sharp
Sharp Market Intelligence