Competitive intelligence scoping study

Summary

This project reviewed internal processes and information sources and facilitated a workshop with MLA personnel so as to develop appropriate strategies designed to address the application of competitive intelligence (CI) in the development of innovation strategy (MLA and individual companies). Competitive Intelligence includes the following areas:Consumers (domestic and export)Customers (as above and including major retailers; food service etc.)Competitors (other red meat producing countries; other proteins etc - where they are now and where they are heading; new competitors on the horizon)Community concerns (as represented by a wide range of regulatory responses; trading country requirements; and consumer groups - issues include environment; animal welfare; impact of industry on rural communities; GMOs etc.)
Product and technology scanning (including new Science and Technology advances that may ultimately impact on or present opportunities to our industry)
The key outcomes of this projects were to understand:
1. What the sources of information are currently available and what additional data collection/analysis approaches should be implemented
2. What strategic thinking/CI tools should be applied to 'value-add' the information to transform it into intelligence/knowledge and how the skills required can be developed in-house to the appropriate level
3. How to integrate this value-added knowledge into the development of MLA's own innovation strategies
4. How MLA can develop a new CI service for MLA's industry clients such that they could also utilize MLA's knowledge base to develop their own business/innovation strategies.