All ACI programs teach students how to overcome the most challenging competitive intelligence issues. The following are sample lessons taught in:

Problem Sets

Intelligence Sources and Collection Techniques

Crossing Over the Line
Demystifying The Privately Held Corporation
Trade Show Intelligence - The Human Source Collection Challenge

1. "Crossing Over the Line"

Several years ago, a marketing manager from McNeil (the manufacturer of Tylenol®) stumbled onto a critical piece of competitor intelligence when visiting a printer/lithographer near his plant. While waiting to speak with the person who handled his account, he noticed glossy advertising proofs for Datril, a competing product, with "new, low prices" highlighted. When he mentioned the prices to the printer, he was told that they were part of a new campaign. The McNeil manager reported these facts at once to Tylenol® product management, which successfully mobilized a pre-emptive, price-cutting promotional campaign.

Questions:
1. Did the McNeil manager act ethically? What were his obligations to the printer? to McNeil management?
2. What were the printer's ethical obligations?
3. What would you do if you were:-The McNeil manager? The printer? Datril management?
4. What are the critical ethical and legal guidelines each company should observe?

2. Demystifying The Privately Held Corporation

A mid-sized corporation with offices in the U.S. and in the U.K. has just reported a new services initiative. The company is an engineering services firm, based out of London and Cleveland, Ohio. Can you begin to determine some operating details, such as extent of leased equipment, level of automation, management structure, new strategic initiatives and long-term management goals?

Questions:
1. What sources exist, both electronic as well as through primary interviewing?
2. What questions are best to ask particular sources?
3. How do European information sources differ from those in North America?
4. Where are some of the richest information sources available on privately held companies or on subsidiaries of publicly traded corporations?

3. Trade Show Intelligence - The Human Source Collection Challenge

You and your colleagues have planned to attend two of the major trade shows in your industry this coming year. You realize that the trade show is probably the greatest single source of critical and timely intelligence in your industry. The problem is that you often feel lost at these huge events, tending to spend more time collecting literature or promoting your own product or service. At the same time, you realize that your rivals have invested a good deal of time watching you and your customers.

Questions:
1. How do you create an effective, efficient collection plan?
2. Who coordinates the effort?, What should his or her checklist of tasks look like?
3. How do you capture vital intelligence on your chief rival, knowing that it do es not want you anywhere near its booth or private suite?
4. How do you communicate vital intelligence to your senior management in a timely way during the course of the show itself?
5. What does an effective intelligence report look like and how do you write one, considering the time pressures and high-level of accuracy needed?

If you need more information on any of these courses, please contact us at (888) 732-6812 or via e-mail.