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Identify which markets, competitors, products, technologies and issues have
to be monitored;
Determine which events will have a potential strategic impact on the
company;
Identify the strategic input which is needed and expected by the management;
Help to define the responsibilities of the competitive intelligence group
versus other groups in the company.
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The Benefits
The main benefit is to create a framework to focus the company's
intelligence efforts in the right direction, providing real understanding
about the competitive arena and its dynamics. Specifically the Strategic
Audit will be used to:
Avoid information overload by prioritising the potential information, which
has to be collected;
Avoid ineffectiveness by focussing the analytical efforts on the strategic
information needs;
Setting competitive intelligence goals consistent with the strategic plan;
To act rather than react to events at the marketplace;
Capitalise on market opportunities.
Our Approach
It is important to understand the overall mission of the company as well as
specific strategies of individual business units. We will start to identify
the strategic plans of the organisation as a whole as well as the plans of
the specific business unit(s) involved in the competitive intelligence
process. In addition, we will interview senior management and business unit
executives. We will ask them to describe the markets in which the company
competes, the company's overall strategy for each market, the key success
factors and competition in those markets.
Based upon the interviews and the review of internal publications, we will
provide a framework for designing a competitive intelligence process that
will satisfy the high priority needs of primary internal customers.
The Strategic Audit can be complemented with workshops to test the
conclusions and explore particular issues and challenges.
Our Approach
A Strategic Audit is not meant to be a "one-time" process. The business
environment changes, the organisation changes and so strategy changes. Your
framework for the competitive intelligence process has to be kept up-to-date
and linked to the strategic plan. When we have executed a Strategic Audit at
your company, we can offer you a two day training course on strategic
auditing. This enables you to up-date the results on a regular basis.
Combining with an Information Audit
In addition to the Strategic Audit, Rodenberg,Tillman & Associates also
offers an Information Audit, which makes the information needs,
availability, flows and gaps within your organisation transparent. To
integrate and optimise the information processes with the strategy process,
we recommend to execute a Competitive Intelligence Audit, which is a
combination of the Strategic Audit and the Information Audit.
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