Competitive intelligence strategies adopted by the media industry in Kenya: A case study of Nation Media Group

Abstract

Competitive Intelligence (CI) is both a process and a product. The process of Competitive Intelligence is the action of gathering, analyzing, and applying information about products, domain constituents, customers, and competitors. This practice is good for the short term and long term planning needs of an organization. The product of Competitive Intelligence is the actionable output ascertained by the needs prescribed by an organization. Competitive Intelligence is an ethical and legal business practice. From the study Competitive intelligence is essential since it entails getting a strategy to accomplish laid down company objectives. It’s an essential tool for all companies like NMG. The study aims were to determine the competitive intelligence practices adopted by Nation Media Group. This was aimed at providing improved market knowledge which will give a firm a competitive edge thereby positioning the business at a better position in the competitive world of business.There population for the study was all media firms in Kenya however; the researcher carried out a research on the Nation media as a case study. The population of study targeted by the researcher comprised of the managers of the Nation Media Group. NMG has 120 managers in total that formed part of the total sample population. Of these 30% of them were randomly selected for the survey. Hence the sample size was 36 managers. The sampling technique that was used was simple random method since it gives a chance of selection to every manager at every level in the organization’s key departments. From the findings Competitive intelligence is essential since it entails getting a strategy to accomplish laid down company objectives. It’s an essential tool for all companies like NMG.CI affects the overall performance of a company and it should be implemented in companies. A start up CI department/function should first offer the following products / services. Market Research/Analysis, Financial Analysis and Scenario planning/simulation and Models.