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  • Writer's pictureKenneth Cochrane

CI From the startup to the stalwart

All companies from start-ups to market stalwarts, need an ongoing competitive intelligence program. I last wrote about eliminating surprises through good competitive intelligence, but to take a step back, here’s some Competitive Intelligence that all companies should have to be or remain competitive.


  • Competitor Analysis: CI includes studying competitor’s products, pricing, market efforts, and customer feedback. This work can identify gaps in the market and potential areas to improve.

  • Market Trends: Following market trends and emerging technologies helps in aligning products and services with current demands. This ensures businesses stay relevant and can capitalise on new opportunities.

  • Customer Behave:By understanding what customers like and dislike about competitors’ offerings, companies can tailor their offerings to better meet customer’s need more effectively.

  • Market Size and Potential: While often part of due diligence, CI should consider market size and potential. With an ongoing understanding of market size and potential, companies can set realistic goals and make informed decisions about market entry or expansion.

  • SWOT Analysis: CI is a critical element of a Strengths, Weaknesses, Opportunities, and Threats review. This should be done not only on your own company, but on competitors. This work will provide a comprehensive understanding of the market landscape, aiding in better business decisions.

  • Market Entry Strategies: Finding the best way to enter a market is crucial to success or failure. Entry strategies may include partnerships, mergers, acquisitions or launching new products. Informed decisions based on credible data significantly increase any companies chances of success.

  • Price Sensitivity: By analyzing competitor’s pricing strategies and customer’s reactions, companies can understand how sensitive pricing will be on their results. This is invaluable to setting competitive and profitable pricing for products and services.

  • Distribution Channels: CI helps to understand the distribution channels available in a market, how the competitors are utilising them and the opportunities with each. This allows optimizing distribution strategies, and ensuring products and services are available to customers in an efficient manner.


In summary, CI provides businesses with a holistic view of the market, covering competitor analysis, market trends, customer behaviours, and strategic insights. This knowledge empowers businesses to make data driven decisions, identify opportunities, and formulate effective market strategies. This leads to a better understanding of the market, improved competitiveness, and better positioning for success.

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