9.1 Information capture and intelligence gathering
Corporate intelligence is information obtained from outside the organisation which assists the organisation in the fulfilment of its mission. It includes:
- Information about competitors
- Information about customers
- Information about suppliers
- Technology developments
- Environmental information
- Market information
- Economic trends
- Social information
- Government and regulatory information
Changes in some of these areas will affect the overall business environment whilst others will directly affect the organisation.
Factors which will affect the larger environment (the macro environment) include:
- Economic trends – e.g. a recession will affect all businesses not just yours.
- Social changes – e.g. an ageing population will affect spending patterns.
- Technology changes – eg the invention of roller blades has had a major effect on roller-skate manufacturers.
These factors usually affect the organisation indirectly and have important long-term implications. These factors have direct implication for the day-to-day running of the business.
Activity 1
- Reflect on some examples of changes you have experienced that would directly affect how you work (or learn) but will not affect everyone in the same environment?
- Consider the factors which will directly affect your organisation (or one with which you are familiar), including:
- A competitor goes bankrupt or ceases to trade – e.g. Ansett and the effect on Qantas.
- Customer changes – e.g. a major customer decides to shift its business to an overseas supplier.
- Regulatory changes – e.g. taxation changes (GST) will affect all businesses.
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