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.