ESSAY QUESTIONS

CHAPTER 8 Competitive Intelligence

1. You would like to open a new child care centre in the city in which you live. You believe that there are market gaps in current offerings of child care and would like to position yourself to fill those gaps. Name three competitive advantages that you could use, and give an example of a new child care concept that might fit these three strategies.

2. You are a new Product Manager who has just taken over the management of a pharmaceutical brand just acquired by your employer. There is very little that your company knows about the market, and you decide to put together a comprehensive competitive intelligence report on the brand. The problem is that you have no budget with which to conduct this research. Name five sources of internal competitive intelligence and five sources of external competitive intelligence that you could use to complete your report.

3. What is industrial espionage? List at least five actions that constitute industrial espionage.

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