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About Us > Help & Support > FAQs > Question 8: Basic competitor information sources

Marketing & Competitive Intelligence FAQ
Finding Basic Competitor Information


We are currently in the process of performing market research for a new firm that we're starting and we were wondering how to obtain specific data on our competitors. For example, we are looking for general business information such as the year established, number of employees, annual sales, market share, annual growth rate, and budget information.

Most of this information is in the public domain, and it should be fairly easy to collect for most markets. In the US, public companies need to file data via the SEC and this data is freely available at the SEC web site (http://www.sec.gov). You will also find a number of services that hold much of this information, in an analysed format. An example is Hoovers, at http://www.hoovers.com.

In many countries there is a legal obligation to file this kind of information even for private companies. In most of Europe, for example, annual sales and number of employees can be found in the company accounts of all but the smallest businesses. A source to find the company registries for many countries in Europe is the European Business Register at http://www.ebr.org. This holds links to the registries for Austria, Belgium, Denmark, Finland, France, Greece, Italy, Norway, Sweden, Latvia, Germany (although German data is generally poor). The UK registry is held at http://www.companies-house.gov.uk.

Even where such information is not available from company registries, company information agencies such as Dun & Bradstreet usually obtain such data as part of their overall business reporting operations. Thus D&B reports typically include year established, number of employees, annual sales over 3 years (allowing you to get a growth rate) and more. An excellent general resource that combines a number of country services, including D&B, is Skyminder at http://www.skyminder.com.

Market share information will need to be calculated using knowledge of the total sales of all your competitors – although there are frequently detailed market and industry reports available which include estimates of total market size. From this, the market share of any individual company can often be estimated. Such reports are held in the major business libraries and can usually be purchased online from the producer. It is also possible to download selected parts from host database companies such as Factiva, Lexis-Nexis or Dialog.

The only questionable information from your list is budget information - which may be internal to the company and not readily available. (I'm assuming you mean internal departmental budgets or purchasing/investment budgets). It is sometimes possible to assess investment budgets by identifying purchases and investments over a fixed period using details held in the cash flow statements and balance sheets filed in the publicly available sources. You may also obtain this kind of information from primary research and direct competitor interviews, although you will need to be careful not to overstep ethical boundaries when conducting this kind of in-depth research.

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Quick Tip: History

Quick Tip

After you've heard two eyewitness accounts of an automobile accident it makes you wonder about history.

A key part of competitive intelligence is ensuring that the information you use is valid. Making decisions on inaccurate, out-of-date, subjective or biased information will result in poor strategies that could risk your future. The problem is, how do you check that the information you receive is correct? It is not just a case of believing what you read in the newspapers.

One approach you should take is to think about why the information is actually available. Information does not enter the public domain (which is where ethical CI focuses) without a reason. Understanding the reason is one step in checking the information's validity, and identifying what is really going on.

Ideally, you should also look for further sources that corroborate the information prior to making a decision.

This kind of analysis is what helps turn data into intelligence that can be used in business decision making.

 

Books - Strategic and Competitive Analysis

Recommended Book

Strategic and Competitive Analysis
Strategic and Competitive Analysis: Methods and Techniques for Analyzing Business -
Craig S. Fleisher & Babette Bensoussan
Buy UK £ or US$

Read our review of this book

This book provides an excellent review of the most common techniques of competitive and strategic analysis - giving instructions on how to use each technique, when to use it, and each technique's pros and cons.

The book should be on every strategic planner and competitor analyst's "must have" list and is essential reading for business studies and MBA students. The book covers all the main analysis techniques:

  • the Boston Box
  • financial analysis,
  • Porter Analysis,
  • Value Chain Analysis,
  • Blindspot analysis,
  • SWOT analysis,
  • PEST analysis

and many more.

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For more recommendations visit our book selection.

 

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