What is the primary purpose of competitive intelligence?

The primary purpose of competitive intelligence is to inform strategic decisions. This involves gathering and analyzing information about competitors, market trends, and other external factors that can influence a company's position in the marketplace. By understanding what competitors are doing and how the market is evolving, organizations can make informed choices regarding their strategies, whether it’s entering new markets, adjusting product offerings, setting pricing strategies, or identifying potential threats and opportunities.

While tracking market trends is certainly an important part of competitive intelligence, it is just one aspect of the broader effort to guide strategic decision-making. Enhancing internal processes and improving employee engagement are valuable goals within an organization, but they do not encapsulate the essence of what competitive intelligence aims to achieve. Therefore, the central focus remains on utilizing gathered intelligence to shape and direct the overall strategic direction of the organization.