Large companies have internal CI departments and large budgets. However, even the smallest company can establish an effective CI program by utilizing the Internet and its vast free resources. To compete intelligently, it is necessary to start out with good old-fashioned market research, the process of collecting, analyzing and reporting information. Information can be found through primary and secondary research sources. All secondary research information is in the public domain.
Most primary research is customized.
In practice, the intelligence product is unlikely to be created from perfect input. We cannot truly and accurately predict the future, but we can evaluate the past and extrapolate trends to forecast the future. CI s real value is to provide managers with the organizational tool to learn what the competitor will do, not what the competitor has already done. From this information, each business unit can develop plans for effective management. Whether a company needs to develop a corporate strategy or a marketing strategy, the first step is to conduct CI and to continue it as an integral part of the business.