MCR believes that the key link as regards research on competitors lies in the gathering of accurate information concerning the environment of competition, the rivals in the competition, and competition strategies. Research on competitors is necessitated by the objective fierce competition in the market. It reflects the importance of information as a strategic resource. Gathering information is conducted in adverse situations where the rival parties offer no cooperation or worse still, stand in strong opposition. Nevertheless, information gathering should be carried out in a legitimate and lawful way, and in conformity with professional ethics.
Investigation on competitors is the information collection regarding particular competitors. The business secrets contained in the information should be collected with skills.
Competitors' information includes three key elements, namely:
( 1 ) This enterprise and its competitors
( 2 ) Competition environment (including polices, market, technology, etc.)
( 3 ) Strategy for competition
MCR maintains that following aspects distinguish investigation on competitors from other intelligence study or consultation:
( 1 ) Clear pertinence
( 2 ) Strong antagonism
( 3 ) Reliable scientificity
( 4 ) High wit
( 5 ) Effective practicability
Study means adopted by MCR competitors for investigation
( 1 ) Establishment and appraisement of the competitiveness index system
( 2 ) Analysis on competition products and selection of competitors
( 3 ) Statistical investigation analysis on market ( and users)
( 4 )Analysis on product pricing
( 5 ) Analysis on related theory of enterprise management
( 6 ) Analysis on competitiveness comparison
( 7 ) Analysis on competition situations
( 8 ) Analysis on value chain of competitive advantage
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