Speaker

Sheila Wright

De Montfort University, United Kingdom

Abstract:

This Workshop will instruct delegates on the tools and techniques of competitor analysis and competitor profiling. Delegates will begin to understand the distinction between functional, relevant and value added competitive intelligence (VACI) and how critical success factors can be used to design the entire CI effort. Tools such as the competitor profile matrix worksheet (CPMW), competitor profile matrix overview (CPMO) and competitor profile response matrix commentary (CPRMC) will be applied. A check list of items typically contained in a quality competitor profile will be provided as well as useful templates which facilitate the capture of ‘free’ information from staff.

Key topics:

• Learn how to apply proven competitor analysis and profiling techniques
• Learn how to integrate this into the decision making process
• Understand how to distinguish between functional, relevant and value-added CI against the measure of the firm's critical success factors

Speaker profile:

Sheila Wright’s experience covers both corporate, consulting and educational assignments in UK, Turkey, Germany, Italy, Portugal, Belgium, France, South Africa, Spain, UAE and the USA. She has been invited to speak at many events where her views on competitive insight is sought. She has contributed to the Sunday Times’ Enterprise Network Conference Series, the Royal United Institute for Defence and Security Studies, London, and also delivered seminars on CI to the invited guests of the Chairman of Abu Dhabi University. More recently, she has been involved in the development programme for a select group of “high growth” firms.

Scientific Track:

Competitor information and its role

Workshops:

A cascade of analysis for competitive insight

Competitor analysis, profiling & Competitive Intelligence