Using Competitive and Market Intelligence to Spot Opportunity in Chaos

Chaotic times are often accompanied by competitive re‑sorting. In existing markets, new competitors and new ways of doing business emerge. At the same time, new products for previously unidentified markets create new demands. It can seem chaotic during the adjustment period until the new order comes into focus.

Recent examples include:

• Technology that enabled the Internet and the growth of an entirely new market for connectivity.

• The emergence of a new short‑term rental market that upset the hotel/motel/resort lodging model.

• Advancements in mobile phone technology that completely changed the function of a phone.

  
  

When these changes emerge, markets can tumble, causing players to lose share and relevance and shifting consumer preferences. As the change progresses, some market players get left behind. The players who survive are often shadows of their former selves or unrecognizable in their new format. Some examples are Kodak, which saw revenues fall from over $16 billion in 1996 to $1 billion in 2024; Blockbuster, which went from the leading retailer to bankruptcy when it failed to adapt to the digital revolution; and IBM, whose revenues dropped from $106 billion in 2012 to $63 billion in 2024 as the rise of cloud computing reduced demand for on‑site mainframes.

At a global level, I believe that U.S. and international markets are in a similar situation. Technological and social changes are upending markets and norms. Companies that continue to operate based on older market models will face intense competition as AI and social revolutions upend how business is done.

In this time of change, CI/MI professionals need extra diligence and a wider lens. A key step in addressing chaos is to refocus, reevaluate strategies and tactics, and look beyond narrow market dynamics.

The issue, in many cases, is not a lack of skill but insufficient imagination. When times are calm, markets are stable and competitors follow consistent patterns. When times are chaotic, the tools used to track competitors and markets lose their effectiveness, and more imaginative approaches are needed to support decision‑making.

Imaginative solutions include competitor simulations and scenario planning to model how competitors will act. These activities work best when publicly available data (press releases, quarterly reports, public announcements of new products, markets or facilities, or job openings and notices of layoffs, for example) are augmented with primary data‑collection efforts.

At Fletcher, we work with clients to build accurate competitor profiles based on public data and direct interviews with knowledgeable sources within the competitive ecosystem. This combination of data sources ensures that our models accurately reflect each competitor’s overall competitiveness and capabilities.

Ready to turn market chaos into opportunity?

Reach out to Fletcher today—email us at info@fletcher.com or visit www.fletcher.com to schedule a complimentary consultation and discover how our CI/MI expertise can keep you ahead of the curve.