các học viên đánh đồng tình báo cạnh tranh với việc thu thập và thao tác của các thông tin "nguồn mở" là có sẵn trong tài liệu công khai (thông qua nguồn bằng văn bản và / hoặc qua Internet). Một lợi ích để xác định các lĩnh vực là một thực tế rằng định nghĩa này khẳng định rằng phần lớn các thông tin đó là | The Qualitative Social Sciences and Competitive Intelligence 117 Figure The Portfolio Analysis Model 10 K 1 o Ổ Ộ Star Question mark Cash cow Dog High Low Relative market share Source Walle 2000 p. 63 based on common usage. Reprinted by permission of The Popular Press. profitable should be groomed as the wave of the future because if they successfully mature Stars may evolve into lucrative cash cows. Question mark products are weak competitors but the product category is rapidly growing as a result they too might be transformed into popular and lucrative cash cows. Dogs in contrast are weak low-growth products and are likely candidates for elimination. The key principle of the Product Life Cycle and parallel models is that products are viewed as having a distinct role at a specific point in history and it is assumed that this role continues to evolve through time. Analysts need to be concerned with both the present and the future of the products services that are provided by the organization. GENERAL ELECTRIC McKINSEY strategic planning GRID As indicated above Portfolio Analysis is derived from quantitative measures involving the growth rate of the product and the strength of the organization in the marketplace. Although the analysis is based on quantitative measures the model tends to be used in intuitive and qualitative ways. 118 Competitive Intelligence and Cross-Disciplinary Tools In addition strategic planners using Portfolio Analysis often need to rely upon their own intuition and qualitative analysis in order to effectively benefit from the Portfolio Analysis. Harley-Davidson Motor Cycle Company for example once controlled over 50 percent of the total motorcycle market but today its market share has shrunk to 5 percent or 10 percent. Using Portfolio Analysis it could easily appear that Harley-Davidson motor cycles are Dogs and that the company is in trouble. If on the other hand Harley-Davidson is viewed as a manufacturer of large expensive motorcycles .
