The consequence of the two previous fronts is support intelligence. This is the stage that will feed back into the strategic business plan and provide direction for the next strategic cycle. Therefore, it is necessary to first plan and implement surveillance and then think about support.
Senior management support for Competitive Intelligence is essential for its survival and success within the organization, as it guarantees the tools and resources for this area to supply other information departments that feed the decision-making process and generate innovations and gains in competitiveness, results that are considered key to the activity of Competitive Intelligence.
Using this tool in a company, regardless of its size, involves seeking competitive advantage through the correct application of privileged information from various sources, whether from studying customer behavior, the tactical actions of competitors or the raw material supply or distribution market.
As far as the performance of the marketing professional saudi arabia whatsapp data is concerned , he/she must always focus on resolving marketing problems and for this purpose the structuring methodology of intelligence projects is used.
1- Correct definition of the intelligence problem to be addressed . In everyday life, when someone asks for a job, the professional often starts doing it without questioning the objective and later realizes that it was not exactly what was supposed to be delivered. Therefore, time and effort must be invested in correctly defining the problem to be addressed, trying to understand the purpose of each request. A concrete example would be investigating the drop in sales of a product in a certain channel to the detriment of an increase in another. The drop should be understood as a warning sign for the action of a competitor in that channel that may be overlapping in the customer's perception of the company's brand.
2 – Correct definition of key questions . Knowing how to ask questions is as difficult as knowing how to answer them. However, it is through the correct formulation of questions that the professional will be able to direct the correct effort from collecting to analyzing information. Knowing how to ask questions is an art, which impacts the success of the intelligence process. In the example above, the questions can be guided by the strategic model of the 4 P's of marketing (place, price, promotion and product):
Is the product correctly positioned for that specific channel or would it need to undergo some packaging or formulation modification to better serve the audience of that channel?
Is the price in line with the pricing model used by competitors in that channel?
Is the communication consistent with current practices for that channel or is it following a pattern?
Likewise, investigating success in the other channel would also lead the company to understand the variables that are leading to this differentiated situation compared to competitors, bringing relevant insights to managers who can use this knowledge to apply in other situations.
Any intelligence work must consider these points, remembering that the intelligence process does not claim to be an exact science. It is a collaborative art, which must involve multidisciplinary audiences and profiles within and outside its area of expertise. The development of networking is what will bring success. Whether in a small or large company, Competitive Intelligence requires a lot of teamwork, meetings to exchange ideas, brainstorming and many other techniques to make information flow in a creative way and, above all, in a way that produces results that lead to the generation of value for the consumer and for the shareholders.