Tactical, Operational & Strategic Analysis of Markets, Competitors & Industries
I have been experimenting with various approaches to applying Industry Analysis (Porter's Five Forces) with various templates and approaches. Think I have settled in on something that works for me. However, I have to train brand new CI proteges and want to keep it simple for them, until they settle into a battle rhythm of their own. I am curious as to what others may have used--templates? Process? Shoot from the hip? I had someone say they have used Flying Logic--still puzzled by that one. So if you use a structured approach, especially Industry Analysis, what is your approach? I realize some don't even have a need for Industry Analysis, don't like it our even consider it apart of Competitive Intelligence --just interested in those that do. The pros an cons of using Porter's five forces can be another discussion. Anyone? Glad to share what I do.
I start with a market overview, find out the basics, requirements, needs, gaps. I interview the capture manager on strategic intent. Identify the customers, the competitors, the key suppliers. I look at all the regulations and perhaps, if necessary, do a supply chain/manufacturing chain analysis. I look for disruptive technologies. I look at the addressable budget of the buyers. That is the simple 10,000 ft overview, lots of details I left out for time and space. Once I have all the relevant information, I run an analysis using the 5 forces--run a few other tools. Make recommendations... Get some more KITs keep honing the process until we get the right Intelligence to make a decision... Not an exact process, the needs and characteristics of the capture drive the analysis.
I use simple MS office tools to collect the information.
Thanks ahead of time
For an example of a template that leverages Michael porter's concepts, you might want to check out http://IndustryBuildingBlocks.com - we use the same template for 12,025 industries.