An Empirical Study of the Role of Competitive Intelligence in Strategic Planning: A Study of Retail Chains in Plateau State
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- NGN 5000
Background of the Study
Competitive intelligence (CI) refers to the process of gathering, analyzing, and utilizing information about competitors, market trends, and the business environment to make informed strategic decisions (Gilad, 2023). In the retail sector, where firms constantly face competition from local and international players, CI plays a crucial role in shaping strategic planning processes. Retail chains in Plateau State, like those in other parts of Nigeria, operate in a highly competitive environment, influenced by factors such as consumer preferences, pricing strategies, and economic conditions (Abubakar & Bello, 2024). However, many retail chains in the region still lack formal CI practices, relying on intuition rather than data-driven decision-making.
This study aims to explore the role of CI in strategic planning within the retail chains of Plateau State. With the increasing use of digital tools and data analytics, retailers can gain deeper insights into competitor actions, market shifts, and consumer behavior. However, the integration of CI into strategic planning processes is not uniform across the retail sector. By examining how retail chains in Plateau State employ CI, this study seeks to assess the impact of competitive intelligence on strategic planning and overall business performance (Ogunbiyi & Tan, 2025).
Statement of the Problem
Although CI is critical to successful strategic planning in retail, many retail chains in Plateau State do not systematically gather or analyze competitive data, relying instead on anecdotal evidence or outdated market information (Doherty, 2023). This lack of formal CI practices hinders their ability to make informed decisions, respond to market dynamics, and outperform competitors. This study seeks to fill the gap in knowledge about how competitive intelligence influences the strategic planning of retail chains in Plateau State and its impact on their success.
Objectives of the Study
1. To examine the role of competitive intelligence in strategic planning among retail chains in Plateau State.
2. To assess the impact of CI on the performance and competitiveness of retail chains in Plateau State.
3. To identify the challenges faced by retail chains in Plateau State in implementing CI for strategic planning.
Research Questions
1. How is competitive intelligence used in strategic planning by retail chains in Plateau State?
2. What impact does competitive intelligence have on the performance of retail chains in Plateau State?
3. What are the challenges faced by retail chains in Plateau State in utilizing competitive intelligence for strategic planning?
Research Hypotheses
1. H₁: There is a significant positive relationship between the use of competitive intelligence and the performance of retail chains in Plateau State.
2. H₂: Retail chains in Plateau State that implement competitive intelligence strategies have a competitive advantage over those that do not.
3. H₃: The lack of trained personnel and resources is a major barrier to the implementation of competitive intelligence in retail chains in Plateau State.
Scope and Limitations of the Study
The study will focus on retail chains operating in Plateau State, specifically those that engage in competitive intelligence practices. Data will be collected through surveys and interviews with retail managers and executives. Limitations include potential biases in self-reported data and the challenge of gaining access to proprietary information regarding competitive intelligence practices.
Definitions of Terms
• Competitive Intelligence (CI): The process of gathering and analyzing information about competitors and market conditions to aid in decision-making.
• Strategic Planning: The process of defining the direction of a business and making decisions on allocating resources to pursue that direction.
• Retail Chains: A group of retail outlets that operate under the same brand and are managed centrally.
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