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One of the obvious trends in business today is increased competition. One reason for so much competition is because the World is now one single marketplace. We live in a world of hyper-competition. In today's volatile markets, businesses move at an amazingly brisk pace. It has therefore become very important for companies to know what their competitors are doing. The aim of competitive intelligence (CI) is to strengthen the current and future competitive position of an organization CI helps organizations to avoid unpleasant surprises by anticipating competitors' moves quickly. Because CI enables you to create timely insights it helps to make dynamic changes within your current and future competitive landscape. In today's highly competitive business environment, it is essential for every business to understand what its competitors are doing and what they are planning to do. Competitive Intelligence has emerged as a separate business activity from market research and general business intelligence. Understanding competition is no longer just desirable in the business world, it is essential. Those organisations which fall behind in adopting the most contemporary methods of gaining competitive intelligence are leaving an open door for their competitors to lead the market. Regardless of size, businesses must be able to assess their competitors in order to predict strategies and shape success. Competitive intelligence is much more than knowing what your competitors are doing, it is the translation of that knowledge into practical application.

As a result of increased competition, the rate of change taking place in business is increasing exponentially. If you expect to keep-up and survive in this fast paced competitive environment, you must know what the competition is doing. So how do you monitor the competition in this age of information overload? The answer is with Competitive Intelligence.