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Fuld & Company Limited.
20 Conduit Street
London W1S 2XW
+44 20 7659 6999
Fuld & Company Limited
Capabilities Presentation
© 2009 2Company overview
Our Credentials: Industry pioneers, CI leaders today
Fuld & Company is a global consulting firm that pioneered the field of competitive intelligence. Fuld & Company is headquartered in Cambridge, Massachusetts, with European headquarters in London, Asian offices in China, and affiliates in Latin America.
© 2009 3Company overview
Intelligence serves both tactical and strategic intent
Achieving, maintaining, and
extending best practice
Creating a unique and
sustainable competitive advantage
Operational
Effectiveness
(Tactics)
Strategic
Positioning
Running the same race better Running a different race
Both are essential to superior performance
Fuld understands that each requires its own approach and
can support both needs
© 2009 4Company overview
CI Plays a Role in Every Functional Area
Sales
win-loss
field guides
pricing
Marketing/Planning
market analysis
forecasting/trending
comp. position/product analysis
Legal/Finance
litigation support
union avoidance
financial forensics
contract terms/conditions
IP/patent analysis
Customer Service
mystery shopping
retail practices
aftersales service
Advertising/Branding/PR
marketing ROI
customer acquisition
trade show benchmarking
merchandising benchmarking
HR
HR benchmarking
talent acquisition
Business Development
M&A support
R&D
competitor pipelines
innovation benchmarking
technology scouting
alternative technologies
Operations
supply chain benchmarking
distribution
manufacturing cost studies
quality control benchmarking
IT
IT benchmarking
Strategy development
war gaming
scenario planning
© 2009 5Company overview
Research & Analysis
CI Process Consulting
Strategic Gaming
Training and Education
Fuld’s Full-service Offering
© 2009 6Company overview
Our Credentials: Multilingual primary intelligence gathering expertise
We can gather information in all of Europe’s major languages :
– English
– French
– German
– Italian
– Spanish
– Polish
– Russian
© 2009 7Company overview
Intelligence is a necessary part of business life…
…but ethical standards are critical.
Fuld & Company has a rigorous
set of ethical guidelines and
training programs for all its
analysts
“Fuld is in fact known in the CI
world to be a highly ethical, as
well as effective, firm.”—
Christian Science Monitor.
© 2009 8Company overview
Methodology: Looking Outside the Organization
(1) PESTEL
Political, economic, social,
technological, environmental, legal
factors and trends
(2) Industry dynamics
Markets, customers, alternative
production technologies, partnerships,
etc.
(3) Competitors
Capabilities, strategies, tactics,
motivations, assumptions, etc.
Industry dynamics
e.g. Porter‘s 5 Forces
framework
Competitive or business intelligence broadly considers the business
environment external to the organization.
© 2009 9Company overview
Typical Fuld Research Outputs
Ad – Hoc Project
Competitor Landscape
Competitor Monitoring
Early Warning Monitoring
Bench Marking
One off research and analysis
effort to support a decision point
View of the competitive
landscape at a point in the future
Sustained effort to build up
knowledge base as it is happening
and improve reliability of answers
to fixed questions over time
Sustained effort to identify
opportunities and threats before
they arise
Either one off or sustained effort
to assess your performance
against key standards versus
other organisations
© 2009 10Company overview
Training: From the fundamentals to the advanced
Fundamentals:– Collection
– Cost analysis
– Intelligence gathering at trade shows and scientific congresses
– Research planning
– Elicitation
Advanced– War gaming
– Scenario analysis
– Early warning
Certification through public seminars
– Academy of Competitive Intelligence
– Basic, Intermediary and Advanced levels
Source: The Fuld Gilad Herring Academy of
Competitive Intelligence – Competency Map
© 2009 11Company overview
CI Consulting
ExecutiveOrientation Needs Assessment
Evaluate ExistingCapabilities
Design IntelligenceSystem Processes
Implement
Define KeyIntelligence Topics (KITs)
Conduct Executive CI Orientation
Audit Intelligence capabilities
Analyze gaps
Design process to bridge gaps
Plan implementation
Train
Transfer knowledge and skills
Step 1 Step 2 Step 3 Step 4
Providing or auditing in house CI capabilities
© 2009 12Company overview
Strategic gaming alternatives
Issues are
clearer & more
immediate
Many ―alternative
futures‖ possible
Many
competitors
and/or many
changes
Known
competitors
& clear
change
Scenario
Analysis –
“what the
game will
be”
Strategy
Workshop –
“where to
play”War Game
– “how to
play”
Future competitive
environment is
clear
Less CertaintyMore Certainty
© 2009 13Company overview
Google and Microsoft pursue AOL, 2005 The Battle for Clicks, MIT-Harvard
Fuld-run public gaming sessions with top business schools have predicted likely marketplace events and action
Business Schools collaborating with
Fuld & Company for Strategic Gaming
News Corp revives with a combination of content and Net platform, 2006 The Battle for Digital Entertainment Supremacy, London Business School
Apple to introduce iTV, 2006 The Battle for Digital Entertainment Supremacy, MIT-Harvard
Second Life will stumble, 2007 The Battle for the Virtual Community, London Business School
ACCURATE PREDICTIONS
© 2009 14Company overview
SharePoint Tool – a new pilot project
© 2009 15Company overview
Why collaborate with Fuld & Company for competitive intelligence
• Vertical expertise
• We use seasoned industry veterans at both the analyst and project management level.
• We utilise cross-functional expertise whenever it would benefit our clients.
• Commitment to ethics
• Simply put, we would never do anything that would harm or embarrass our clients.
• CI industry leadership
• We were pioneers in the field, and we continue to train and lead the industry today.
• Our expertise in data-gathering methodologies is unsurpassed.
• Objective advice and decision support
• Our recommendations reflect vertical and CI expertise and a fresh perspective.
• Our interpretation helps challenge conventional wisdom.
• One-stop shopping
• Design and implementation of world-class intelligence systems and processes; standardized
and customised training; strategic gaming; secondary and primary research and analysis.
• Global coverage – Fuld has offices in EU, USA and China
© 2009 16Company overview
Fuld Contacts
Anthony Nagle
Managing Director
+44 20 7659 6999
Leonard Fuld
President
+1 617 492 5900