In our experience, there are five scenarios that justify a Competitive Intelligence project:

1. When the brand shows a soft performance (decreasing growth rates)
2. When the brand has been stagnant for more than two years
3. When the brand has been on a downward trend for two years or more
4. When the company is considering geographic expansion and plans to leverage its current portfolio and competitive advantages
5. When the company is considering Diversification into new categories or markets, and plans to develop new products to improve chances of success