Tactics-Oriented Competitive Intelligence

Tactics-oriented competitive intelligence is CI developed on very current activities and on near-term plans in the marketplace. In a real sense, tactics-oriented competitive intelligence is a child of the computer age's support for the detailed analysis of retail consumer goods sales. It encompasses much of what has previously been called "market" or "sales and marketing" intelligence. However, in spite of that, it can also be a critical component in mergers and acquisitions.

Firms increasingly track what is going on "in the trenches," where competitors face off for customers and consumers, with tactics-oriented CI. ^[2] In turn, this permits them to fine-tune marketing efforts, including field force support, to respond ever faster. The faster and deeper are the data that are received, the more a firm can, for example:

find out that a product promotion is less successful than anticipated, and immediately respond to change a promotion that is not working or to intensify one that is working

determine what other promotions competitors are running against yours, and where and respond appropriately

"test" product linkages by checking if customers buying your products also buy another product very frequently and then cross-promote your products

get early warnings of competitor moves and market vulnerabilities

improve product and/or service development as well as targeting of messages to consumers

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Tactics-Oriented Competitive Intelligence

Tactics-Oriented Competitive Intelligence