The State of Competitive Intelligence within. New Zealand Private and Public Sector Organisations, страница 54

Question 27

[Retail industry] level to us.

[Finance industries] competitors are doing

[ICT industry]

[Retail industry]

managers,

[Construction industry] customer

[Finance industries

[Manufacturing industry]

tap into, particular Australia,  un like find

[ICT industry] Do it and share it  

[Recruitment industry

[ICT industry]

[Finance industries]

MTA Benchmarking and Super Shop Benchmarking – garages at similar

 t f

 t 

I didn’t know the answer to that. Go external and find out what

. Not something we are contemplating. Don’t know how they would

do this maybe a third party on our behalf.

 No thought has been given to it.

No idea- I just do it  and hope sale/product is happy with the

] Market and Sales.  Other works.

 Um we do it by feedback from our clients is our most importan ementation of products and services and we will research i

there is a gap in the market to see if there is a new product etc.  A lot of our products are made for our clients, so new products come about by our the market telling us there is a gap for a particular products, there is also a huge offshore market that we are hoping to oh yeah that’s a bit different then. Ok I

which we are going to be doing soon another one of those.  We started planning on doing that next year, another couple in Australia

not know how we will measure or benchmark this - just need to capture

 and then some how mark a call if it has made a difference or not

] We would be expected to know at least our top ten competitors

are around every different section we work within and within that we expect that the people that are tasked with us in our organisation to know who all those people are, do we want them to come and work here? And whether or not then the other reasons are there to get them to come and work here effectively.

 I think on the one hand it’s probably product placement, so featuring

function based that would be one thing , I think market penetration, customer satisfaction and the “Product” along with the cost.

Comparative competitive information

out source research company). They capture the computer data on how we relate to

 This is presented in graph format with

bench marking against competitors and we receive quarterly reports and updates 

Question 28

[Retail industry] Integration of competitive intelligence and Strategy - done but not a strategy but I suppose it is all part of it.

[Finance industries] Use of electronic sources- we are sourced to do these things

[Academic industry] Came about by funding by govt, since I have been here, funded by

Benchmarking

more students you have greater the funding - but that model has changed – does not mean we are less competitive should mean we  are  different in the way we approach that competition. 

Would you say main competitors are AUT, Massey or  smaller  ones like Weltec or Poltechs?

No our main competitors  -  we have different markets -our core market is school leavers who make up 50% of our first year students they tend to study full time and will stay on to study further  studies i.e.  Honours or Masters.  The other market is the mature students who usually work and study at same – it may be first time at university or not be and that they are studying at a higher level - not studying full time - different relationship than school leavers. When we talk about competitors we are talking about school leaver market we competitive predominantly with Otago and Massey. If you are talking about Auckland school leavers it is Auckland Uni ,  AUT and Otago. If you refer to the South Island Universities, it is Canterbury and Otago.

Market segment is it regional or NZ wide?

10-15 years we had 70% of the school leavers came from the Vic catchment area. Fewer than 50 % now come from this area but it is not because we have not maintained market share in own region   but we have actively gone out  and said we what students from all over NZ.  All Universities are competing in local areas.  People still likely to go to local uni and the  local Uni will always be the strongest competitor – but all trying to recruitment  outside their region and that is where the signs  of competition through mass media and advertising came from.

I believe that Vic was a bit slower to start than others- Massey 1st with branding and TV campaigns in 90s and Otago followed suit quickly after, and those institutions and Ak spend more money.

What about % international Students?

In terms of way we are structured with marketing and advertising spend – only do domestic market and international is separate.  They are responsible for their own recruitment and marketing of international students which has declined over the years from 15%- 16% of the market to 10-12%. Different and specific to the different markets depending on country- i.e. Asia they use agents, in USA they have relationships with other unis.