Addressing Private Label Knowledge Gaps for Optimised Competitive Intelligence
Wideman, John (2020)
Wideman, John
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020051511558
https://urn.fi/URN:NBN:fi:amk-2020051511558
Tiivistelmä
The purpose of this thesis is to address knowledge gaps in the quest for rationalised competitive intelligence (CI) between competing private label (PL) brands in the Finnish fast moving consumer goods (FMCG) sector. Two factors converge to describe the research problem, the knowledge gap; asymmetrical marketing mix features of PL brands and access to PL information in the FMCG sector. The thesis aimed to explore the current level of CI deployed in the industry, identify what knowledge (service) gaps exist and how to optimise CI processes, efficiency and access to information for PL brands.
The theoretical choices of the study are comprised of firstly, the interplay between supply and demand in the grocery sector, private label brands and options for retailers using such brands to create a competitive advantage. Competitive intelligence provided the second topic of theory. Key success factors for an optimised CI system were proposed. The overall purpose of a competitive intelligence system is to collect information about competitors to create valuable knowledge to support company’s decision making. The five stages of competitive intelligence cycle provided the theoretical framework as part of the empirical study.
The methodological approach of the thesis was defined as constructive research, aimed to produce solutions to explicit problems, creating new reality and as such can be implemented. A qualitative industry-level survey method was used to collect insight from the Informants, who comprised both PL owners and external experts. A directed-content analysis method was used to develop and determine a preliminary coding scheme derived prior to the data analysis and arranged during the theory collection.
The empirical research identified and described knowledge gaps in the current implementation of CI for PL in the Finnish grocery sector across the five phases of the competitive intelligence process. Both phenomena converging towards the research problem were confirmed. The main knowledge gaps comprise of a lack of scope when considering CI for fringe competitors, lack of data transparency for the demand side, gaps in sourcing detailed specific product feature information, identification of categories with opportunities for PL, low frequency of CI collection, the utilisation of emerging technologies and the requirement to seek new and varied sources of CI.
In response, the output of the thesis developed an action plan containing measures to optimise the CI process for PL. The recommendations developed include: improving management involvement and institutionalisation of CI; optimising the organisation, network and qualified human resources as users of CI; to clarify the purpose and need of CI; and to leverage on existing and emerging technological factors.
The theoretical choices of the study are comprised of firstly, the interplay between supply and demand in the grocery sector, private label brands and options for retailers using such brands to create a competitive advantage. Competitive intelligence provided the second topic of theory. Key success factors for an optimised CI system were proposed. The overall purpose of a competitive intelligence system is to collect information about competitors to create valuable knowledge to support company’s decision making. The five stages of competitive intelligence cycle provided the theoretical framework as part of the empirical study.
The methodological approach of the thesis was defined as constructive research, aimed to produce solutions to explicit problems, creating new reality and as such can be implemented. A qualitative industry-level survey method was used to collect insight from the Informants, who comprised both PL owners and external experts. A directed-content analysis method was used to develop and determine a preliminary coding scheme derived prior to the data analysis and arranged during the theory collection.
The empirical research identified and described knowledge gaps in the current implementation of CI for PL in the Finnish grocery sector across the five phases of the competitive intelligence process. Both phenomena converging towards the research problem were confirmed. The main knowledge gaps comprise of a lack of scope when considering CI for fringe competitors, lack of data transparency for the demand side, gaps in sourcing detailed specific product feature information, identification of categories with opportunities for PL, low frequency of CI collection, the utilisation of emerging technologies and the requirement to seek new and varied sources of CI.
In response, the output of the thesis developed an action plan containing measures to optimise the CI process for PL. The recommendations developed include: improving management involvement and institutionalisation of CI; optimising the organisation, network and qualified human resources as users of CI; to clarify the purpose and need of CI; and to leverage on existing and emerging technological factors.