案例IBM的竞争情报工作

IBMDaveHarkleroadIBM‹800‹155‹291000‹IBM‹‹/‹‹‹90‹1993CEO‹‹IBM‹‹‹‹‹‹‹‹‹web‹‹A-PDFSplitDEMO‹‹1.2.83.94.105./116.12IBM‹XXXSMB‹YYY‹ZZZAAA‹‹VVVInternet‹UUUTTTNNN‹RRRSSS‹‹1-5‹‹‹‹‹‹‹IBM‹A-PDFSplitDEMO‹CI/‹/‹/‹/IBMSEC/XXXGartner,IDC‹SEC10k,10q‹‹‹Gartner,DataquestMeta‹Moody‹A-PDFSplitDEMO‹1231234CI12CI31-800A-PDFSplitDEMOCIatIBMDaveHarkleroadDirector,StrategicIntelligenceA-PDFSplitDEMOIBMBackground$80BrevenueOperatein155countries291,000employeesCHQ,Groups,DivisionsA-PDFSplitDEMOCompetitiveLandscapeWiderangeofestablishedcompetitorsLargemulti-lineSinglelineManynewentrantsStart-upsExtensionstoexistingbusinessesCompetitors-partners-customersGrowing,changingindustryA-PDFSplitDEMOCIatIBMLonghistoryWiderangeofactivities/emphasesLargelybusinessunitbasedCHQroleevolutionA-PDFSplitDEMOChampionProgramBackgroundEarly90'sbusinesssituationNewCEOin1993...toomuchtimeoninternaldiscussions,needmorefocusoncustomersandcompetitors.A-PDFSplitDEMOChampionProgramataGlanceSelectedcompaniesposinggreatestthreatoropportunityacrossIBMSeniorexecutivesassignedSmallsupportingteams,mostlyvirtualImproveunderstanding...driveaction,acrosstheentirecompanyA-PDFSplitDEMOCorporateStrategySupportStructureKeyinitiativesDrivecross-teamnetworkingviamonthlydiscussionsEnhancecompetitiveskillsviaseminarsandworkshopsExpandnetwork-Marketing,Research,Finance...StrategyInformationNetworkRepositoryforseniormanagement,champions,strategyExternalsourcesCompanyOverviews,News,Financials,ReportsInternalsourcesChampiondeliverablesAutomaticdistributionPeople&ResourcedirectoryWebinterfacetonon-confidentialdataA-PDFSplitDEMOChampionTeamResponsibilitiesUnderstandyourcompetitorCorestrengthsandweaknessesImplicationsoftheiractionsAnticipatetheirnextmoveCommunicatewithmanagementteamTimely,ImpactfulDeliverablesDriveactionsacrossbusinessunitsA-PDFSplitDEMOStrategicAssessmentsExecutiveSummaryStrategicOverviewCustomerSelectionValueCaptureScopeofActivitiesStrategicControlPointsOrganizationalSystemsValueNetse-channelsAlternativeBusinessDesignsCo-opetitionFrameworkImplicationsforIBMA-PDFSplitDEMORecentEarlyWarningsXXX-hostedapplicationsandSMBinitiativesYYY-launchesapplianceserverbrandZZZ-acquiresAAA:Sales/EngagementApproachSolution/ContractingStrategyCostFactorsRecommendations/ActionPlansAssignmentAppendicesSummaryofDealsinvolvingFinancialProfileKeyPersonnel&OrganizationRecentAcquisitionsServices&IndustriesOtherInformationA-PDFSplitDEMOAnalysisMethodology–DefineInputs-SECfilings,Analysts-XXXHomepage-PressReleases-Gartner,IDC,etc.–ListTheoriesAssessmentInterviewsProfile–IBMemployees–Consultants–ex-employeesExecutiveSessions–TaskforceSponsors–Executives–Strategy&Goals–Sales/Engagement–HR,Labor,Assets–FinanceMakeRecommendationsDevelopTheoriesDetermineFactsExecutePlanIntervieweesAssessmentTeamA-PDFSplitDEMOPublishedSources-BackgroundAppendixPublishedSECdocuments(10K,10Qs)CompetitorPressreleaseswebpageIndustryAnalystsGartnerDataquestMetaPublicationsForbesVarBusinessFinancialAnalystsBankersTrustBtAlex.BrownCIBCOppenheimerMoody'sInvestorsServiceMorganStanleyDeanWitterPrudentialWarburgDillonReadA-PDFSplitDEMOFocusmustbeoninspiringaction,makingdecisions✟Whatisthedecisionorissue?–Whatinformationdoyouneed?–Whydoyouneedit?–Howwillitbeused?–Whatdoyoualreadyknow?–Whendoyouneedit?–Willthisbeaone-timerequestorongoing?✟Multipleworkingsessionswithdecisionmakersarehelpful1.Initialsession:open-endedquestionstofullydefineproblem2.Intermediatesessionstodiscussin-depthresearchonopenquestions,uncertainties3.Finalworkingsessiondevelopsactionplan:priorities,actionitems,taskingA-PDFSplitDEMO✟Allmajordecisionsconsidercompetitiveconsequences✟Ongoingdialogue/feedbackbetweenCIusersandproducers✟Consistent,high-qualitydeliverablesAssessments1-800DataReal-timePartnershipwithDecisionmakersRelativeEffortNewslettersHighLowHighLowDecisionRelevanceTheIdeal:EmbeddedCIReactiveProactiveA-PDFSplitDEMO