AGENDA

1
AGENDA

• Discussion of Competitive Intelligence
• Hands-on Searching for relevant information
• Questions and Feedback

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What is Competitive Intelligence?

• Careful analysis of information that brings
  critical insight to business decision-making
• Do research to answer these questions
• Who are the key players? What are their
  strategies?
• What are the industry trends?
• What do the analysts and top company officials
  have to say?
• Whats the other guy doing?

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Mobile Phones
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• We believe that the iPod mobile music will not
  be owned by the iPod the iPods of the world
  will be owned by the mobile phone guys.we also
  believe that the primary internet connection will
  be the mobile phone.
• Matthew Hoffman
• Managing Director at Cowen Company

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Questions

• Does Apple have a competitor in the music
  business? What is Microsoft doing?
• Why would Microsoft get into the music player
  business?
• How does Zune work? What makes it different from
  iPod?
• What is iTunes share of the legal downloadable
  music market?
• Will Apple develop a phone?

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Packaged Industry Company Reports

• SP Industry Survey look for trends,
  statistics, charts depicting key data, leads to
  more info
• SP Stock Reports look for Highlights,
  Business Summary, Sub-Industry Report, Analysts
  notes
• Hoovers start w/a company name look at first
  paragraph for key points rank, recent moves,
  links to competitors
• MarketLine start w/a company name look at
  Overview, SWOT analysis (top 1000), Company View,
  links to relevant industry

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CI Checklist

• The Information Guide for CI will help you get
  started with your research http//business.librar
  y.emory.edu/info/c-i/index.html
• A checklist with columns for the main company and
  3 competitors is available on this page.

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Analysts Reports

• Wall Street Transcripts
• The Wall Street Transcript presents, in a series
  of question and answer formats, financial analyst
  and company CEO perspectives on a range of
  industry sectors relative to investment outlooks
  and financial performance.
• Telecom Equipment Outlook June 26,2006
• Investext
• Analysts reports are excellent sources of
  information for company financial and strategic
  profiles, estimated projected financials on
  companies and key competitors, industry trends
  and outlooks, and more.
• Apple Piper Jaffray 9/22/2006
• Microsoft Kintisheff Research 9/15/2006

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Finding Factiva articles

• Can Microsoft win at everything?
• Business Day (South Africa) 9/26/2006
• User id emtraining
• Password sept08
• Namespace 16

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Factiva - Search Strategy

• Use synonyms
• Group similar words or concepts in parentheses
• Truncate words
• Start broad, then narrow your search
• Narrow down your sources

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Search Strategy

• Type in all three competitors to find articles
  that discuss them in relation to each other
• Zune, Chocolate and iPod

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Search Strategies in Factiva

• Apple computer and microsoft and music (last 6
  months) (sort by relevance) (headline/lead
  paragraph)
• (microsoft and apple) and (compet or rival) and
  (music or digital) 3 month hlp
• is the wildcard/truncation symbol for Factiva
  finds secret, secretive
• Apple w/10 phone (6 months Relevance)
• zune and apple w/5 (comment or react or
  respond) 6 months headline/leadparagraph
• Apple computer and secre policy (1 year)
  headline/lead paragraph

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Bonus Question

• Has the name Zune created any problems or
  embarrassment for Microsoft?
• microsoft and zune and name and embarrass (3
  months)

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Please fill out the feedback form

• Library homepage/Eresources/bottom middle of the
  page
• Thanks!