MKT 100 Lecture Notes - Lecture 6: Toothpaste, Taco Bell, Indo

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Firms use competitive intelligence (ci: used to collect and synthesize information about their position with respect to their rivals; enables companies to anticipate changes in the marketplace rather than merely react to them. Existing ci activities are fairly limited in practice and require more resources and attention in the future. Strategies for ci: reviewing public materials websites, press releases, annual reports, etc. Interviewing customers, suppliers, partners or former employees: analyzing a rival"s marketing tactics, distribution, pricing and hiring needs (you can send one of your employees to the competitor"s store) If samsung didn"t pay attention to apple"s tactics, it may have never released the galaxy. Misuse of ci apple"s patents and samsung who stole who"s design: west jet vs. canada using old employee password to gain access. Demographics: aspects of the external environment culture, demographics, social trends, technological advances, economic situation and political/legal environment that affect companies.