Competitive Intelligence in small and medium enterprises

This thesis concentrates on Competitive Intelligence which is not well known in the Czech region. On the other hand, it has been a rapidly increasing discipline. The main aim of this thesis is to suggest how to use the methods of Competitive Intelligence in small and medium-sized companies. The theoretical part summarises the terminology of Competitive Intelligence. At first the strategic management is being defined, as it is the basis of practical usage of the Competitive Intelligence methods in companies. The definition of small and medium-sized companies in the Czech business environment is also included in the theoretical part, because the importance of this kind of enterprise constantly grows even in the conditions of the global economics. This part of the thesis is a background research resulting from the available range of the specialized literature and other related sources. The empirical part of the thesis works in detail with the problem of Competitive Intelligence in three retail companies which focus on different business segments. The main aim is to suggest an appropriate solution in the area of monitoring the relevant information resources and other processes of the intelligence cycle. The target company is the one whose information collection and distribution was -- according to the analysis -- considered insufficient. The methods of the analysis include for example Michael Porter's Five Forces Model, SWOT analysis and the analysis of the existing processes of collecting and sharing information in the examined companies. The contribution of this thesis is that it explains the available IT tools and applications which provide systematic monitoring of relevant information sources or collect and distribute information with practical functions responding to demands and needs of MSP. The suggested solution also defines the qualified person responsible for realization of CI processes and it describes the specific activities that the qualified person should perform. The thesis should simplify the process of finding the most appropriate methods in the area of Competitive Intelligence, used in medium-sized and primarily small companies