Intelligence Gathering Using A Time Analysis

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Intelligence Gathering Using a TIME Analysis Napoleon Bonaparte is credited with the quote, “War is ninety percent information” (Network Intellect, 2015, para. 1). Business is war and competitors are enemies. Before a product manager (PM) can develop a strategy to overcome the competitor with a new product or service, the manager must scan the environment to identify barriers and opportunities in the organization, industry, and marketplace (Reed & Bogardus, 2012). Starbucks Corporation (Starbucks) is one organization familiar with the competition. To remain aggressive in the coffee market, Starbucks must execute a TIME analysis to distinguish their strengths and weaknesses in the various segments and employ a plan leading them to victory over their opponents. Starbucks Corporation Starbucks operates in 65 countries offering specialty coffee, tea, and food items to patrons through company-operated stores (Starbucks Corporation, 2014). Moreover, Starbucks sells trademarked items such as coffee grounds and pre-packaged drinks through grocery stores and similar channels (2014). In 2014, there were 21,366 stores globally (14,191 in America) (2014). TIME Analysis Organizations must gather and analyze internal and external intelligence to remain relevant in the market (Gorchels, 2012). PMs can use a TIME analysis model to guide them through the external segments: technology, industry, market, and events (2012). The market continually changes, which means PMs should
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