SANTANA, K. C.; SANTANA, Katyelle Cardoso.
Resumo:
The Competitive Intelligence is a timely tool that can assist at forecasting in a long-
term, fundamental to the survival and competitiveness of a company. According to Valentine
et al (2003), the CI it is a process by which the external and internal environment of the
company is analyzed, identifying risks and opportunities in the ambience in where it inserted
and defining action strategies for the company to become competitive in the Marketplace.
This study aims to analyze the practice of the principles of Competitive Intelligence in
supermarkets in the city of Queimadas, PB. Is justified in the CI because they provide a
greater security in the actions taken by the company, by the fact of allow greater knowledge
of the sector which it operates. About the methodology, the research is characterized as
quantitative descriptive, using as technique a case study in supermarket from Queimadas, with
three (3) companies. The data collection was done from the application of a structured
questionnaire. The results of analysis we found that the companies studied have little
knowledge about CI practices, besides little using them, even if informally. Despite suffering
with the competition, it does not have tools that make them competitive in the market.
