Assessment of competitive intelligence practices on enhancing profitability: a survey of Commercial Banks in Nairobi.

Abstract

Competitive Intelligence is the action of gathering, analyzing, and applying information about products, domain constituents, customers, and competitors for the short term and long term planning needs of an organization (Fleisher and Craig, 2003). Competitive Intelligence (CI) is both a process and a product. The process of collecting, storing and analyzing information about the competitive arena results in the actionable output of intelligence ascertained by the needs prescribed by an organization. The relevance of monitoring, understanding and responding to competitors has long been recognized as a significant aspect of marketing activity. Yet analysis of the competitive environment seems often to be subordinated as greater emphasis is placed on understanding customers and consumers. This study generally seeks to investigate competitive intelligence practices of banks in Kenya. The objectives of this study are to establish the product differentiation strategies adopted by Commercial banks and their effect on profitability, to investigate whether New markets intelligence practices employed by Commercial banks affect profitability, to determine whether the technology intelligence practices affect profitability of Commercial banks and to establish the strategic partnership intelligence practices adopted by Commercial banks and their effect on profitability. This research problem will be studied through the use of a census design since it wishes to get information from all commercial banks. The target population of this study will be 43 staff working at Commercial banks in Nairobi including middle level management and low level management. One respondent will be picked from each bank. The study will use primary data collected using questionnaires to carry out the study and the data will be analyzed using Statistical Package for Social Sciences (SPSS). In addition, the researcher will conduct a multiple regression analysis so as to determine the relationship between the bank's profitability and the four competitive intelligence practices