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ATG offers one of the industry's most powerful competitive intelligence solutions available. ATG categories competitive intelligence into three primary component analysis:
These three analysis were developed by ATG to categorize the three functional uses of our Corerate TM software. However, this is a very instructive means to think of competitive intelligence even if your organization doesn't utilize this software.
These three analysis aren't mutually exclusive by any means and significant overlap exists, but the focus and objective varies for each.
1. Product Management Analysis
This analysis is focused on managing an existing program. Both new and renewal business is of significant concern. Information concerning competitors is not considered in this analysis. The two primary objectives in this analysis is to 1) improve pricing at the individual risk level and 2) minimize disruption of renewal business. The key analysis are:
2. Product Development Analysis
This analysis is focused on managing both existing and new programs. Both new and renewal business is of concern, but the focus is on new business. Information concerning competitors is included in this analysis. Typically only a few competitors along with market leaders is included. The two primary objectives in this analysis is to 1) ensuring the overall rate level is correct and 2) ensuring the pricing is correct at the individual risk level. The key analysis are:
3. Competitive Market Analysis
This analysis is strictly focused on your program's competitive position in the market place. You should focus on all relevant competitors. This analysis is likely to be updated frequently, such as on a monthly or quarterly basis.
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