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Competitive Intelligence
Marjorie Rosenberg
Aims

to discuss the concept of

competitive intelligence
to talk about competition in the
market
to match vocabulary words with
definitions
to read an article on Competitive
Intelligence (CI)
to match statements to the
suggestions in the article
to discuss strategies that can be
implemented
to hold a mini-presentation on
these strategies and answer
questions about them

Tasks
discuss the concept of competitive
intelligence and talk about
competition in general
match vocabulary words to their
definitions
read an article from Management
Today
match statements to the
suggestions in the article
discuss how to implement the
suggestions
hold a mini-presentation and
answer questions

This activity can stand alone or be used in connection with Business Advantage Upperintermediate, Michael Handford, Martin Lisboa, Almut Koester, Angela Pitt, Unit 1, or with
Cambridge English for Marketing, Nick Robinson, Units 2, 5, 7 and 10.
Level
Upper-intermediate (B2)
Preparation
If the students do not have Internet access in the lesson, print the article Crash course in:
Competitive intelligence (CI) from the Management Today website.
http://www.managementtoday.co.uk/features/1065916/crash-course-in-competitiveintelligence-ci/
Timing
6070 minutes depending on the size of the class. This should include checking the
answers.
Lead-in (10 minutes)
Students work in small groups and answer questions about the concept of competitive
intelligence and competition in general. They also discuss which aspects of their
businesses are affected by competition (product range, promotion, salaries, etc.).
Vocabulary (15 minutes)
The students work in groups to match words from the article with their definitions. This is
then discussed in open class and the teacher can help lower level groups with any
questions they may have.
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Reading the article (10 minutes)

Students read the article. The teacher can help with any further vocabulary questions. The
previous exercise should prepare students to read without major difficulties, however.
Matching the statements with the suggestions (10 minutes)
Students match the statements with the suggestions in the article. The teacher can help
with any unfamiliar vocabulary. Good classes can also be encouraged to find alternative
statements for the different suggestions.
Note: The last two suggestions (Dos and donts) are not used.
Discussion (5 minutes)
Students discuss the questions about the article and relate it to what is happening in their
companies. Pre-work students can discuss companies they know or which ideas they think
are best or easiest to implement.
Preparing and holding presentations (1520 minutes, depending on the size of the
class)
Students prepare mini-presentations on the suggestions which they feel can be
implemented in their companies. They should be prepared to answer questions from the
group and should be encouraged to give specific examples of how the suggestions can be
implemented and why they are important.

Key
Vocabulary
1G, 2I, 3E, 4O, 5H, 6K, 7M, 8C, 9N, 10B, 11F, 12J, 13D, 14A, 15L
Statements
A Find primary sources.
B Keep your nose clean.
C Whats it for?
D Build a picture.
E Start with what is published.
F Be proactive.
G Make it action-based.
H Think counter-intelligence
I Listen and observe.

Professional English Online Cambridge University Press 2011

www.cambridge.org/elt/pro

..PHOTOCOPIABLE..

www.cambridge.org/elt/pro

Competitive Intelligence
Marjorie Rosenberg
Aims

to discuss the concept of

competitive intelligence
to talk about competition in the
market
to match words with definitions
to read an article on Competitive
Intelligence
to match statements to the
suggestions in the article
to discuss strategies that can be
implemented
to hold a mini-presentation on
these strategies and answer
questions about them

Tasks
discuss the concept of competitive
intelligence and talk about
competition in general
match vocabulary words to their
definitions
read an article from Management
Today
match statements to the
suggestions in the article
discuss how to implement the
suggestions
hold a mini-presentation and
answer questions

Vocabulary
Match these words with their definitions. Write the letters in the boxes.
1 to hinge on

A. a great deal of money

2 benchmarking
3 to gather

B. a large event at which companies sell their products

and try to increase their business
C. having luck or being lucky

4 public domain

D. a large container for rubbish

5 to monitor

E. to collect

6 primary research

F. a picture attached to cardboard which is cut into

different shapes and has to be put together
G. to depend on something

7 stamina
8 serendipity
9 to flatter
10 trade show
11 jigsaw puzzle

H. to watch a situation for a time in order to discover

something about it
I. to measure something by comparing it with something
else, especially a standard in an industry
J. to become worse

12 to deteriorate

K. information that a company gets directly from

customers or others about products and services
L. a small piece of something

13 dustbin

M. physical or mental strength

14 fat envelope

N. to praise someone in order to make them feel good

15 nugget

O. information open to everyone and not under copyright

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Reading
Read the article Crash course in: Competitive intelligence (CI) on the Management Today
website. Your teacher will have printed it out for you, or you can read it at:
http://www.managementtoday.co.uk/features/1065916/crash-course-in-competitive-intelligence-ci/

Match these statements to the suggestions in the article.

A. Lets ask these
customers what they
think.

C. Why do we need
this information?

E. Can you check which

information is available so we
can start from there?
G. What exactly do you
plan to do with the
information once you
have it?

B. We cant use that information

unless we know where it comes
from.

D. When we have all the

information we can put
the pieces together to tell
us what is happening.

F. We have to find
out what is going on
in the industry.

H. How safe are our

trade secrets?

I. Id like you to walk around the

trade fair and see whats going
on in the field.
Discussion questions
Work together in small groups and discuss these questions.
Which of these suggestions is already being done by your company?
Which of these is new to you?
How will you implement these ideas?
Are there any other suggestions you would make?
Mini-presentation
Put together a mini-presentation in your group suggesting specifically how you can
implement several of the suggestions above. Make sure to give examples of how this can
be done and why it is important. Hold the presentation and be prepared to answer
questions from the audience.

Professional English Online Cambridge University Press 2011

www.cambridge.org/elt/pro

..PHOTOCOPIABLE..