Assume that your client’s company, Glorious Beans, is the current most popular coffee shop in Varsity Lagoon. Your client has become aware that Moonbucks, a long-established and successful coffee company, is about to open in the near vicinity. Moonbucks has leased prime commercial property, which it is refurbishing to a high standard of comfort and convenience for customers, and has commenced an expensive and extensive advertising campaign.

Required:

1. Explain the tools and techniques for developing competitive intelligence. Make appropriate recommendations to Glorious Beans’ management.

2. Having taken your advice, Glorious Beans’ attention now turns to ways of achieving a competitive advantage. Explain why this is important, and the tools and techniques involved in this type of analysis.