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Pricewaterhousecoopers Competitor Intelligence Report

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PricewaterhouseCoopers Competitor Intelligence Report
MGD 426HF
Professor Tim Richardson
Gabriela Rojas
998288160
Thursday, October 16th, 2014

Description of the business sector within which this enterprise operates:
PricewaterhouseCoopers is an international professional services network that provides industry focused assurance, auditing, consulting and tax services for a variety of companies with the majority of their revenue coming from business to business relationships. The firm was established in 1998 after a merger between Coopers & Lybrand and Price Waterhouse and the name was shortened to PwC for rebranding purposes. (“Big four (audit firms)”1) According to company revenue records in 2014, PwC is currently the second largest professional services network in the world, and are considered one of the big four auditors, competing with Deloitte, EY and KPMG. (“Big four (audit firms)”1)
In addition, PwC has firms across 157 countries with over 195,400 employees. Their total revenue in 2014 is around 34 billion dollars with 15 billion generated by their assurance service, 8.8 billion by their tax services, and 10 billion by their consulting services. (“Big four (audit firms)”1)

Types of competition this enterprise faces:
PwC is one of the big four auditing companies along with Deloitte, EY and KPMG, therefore making it an oligopoly. Oligopolies provide very similar products, where smaller firms follow the lead of the top four auditors in the industry and consist of fairly inelastic demand. (Richardson 1) Another reason PwC is classified as an oligopoly is because there are many barriers to establishing an auditing company with an established network of services and only the top four have managed to survive and stay in business. (Richardson 1) In addition, PwC’s competing companies; Deloitte, EY and KPMG are all fairly equal in size. For example, comparing all 4 companies revenues in 2014, Deloitte is in first with $34.2 billion, PwC is in second with $34 billion, EY in third with $27 billion, and lastly KPMG with revenues of $23 billion in 2014. (“Big four (audit firms)”1)
Who there competition is:
PwC’s greatest competition are the remaining three professional service networks, that provide auditing, assurance, tax, consulting, advisory services, corporate finance and legal services, which are Deloitte, EY and KPMG. (“Big four (audit firms)”1) All four companies combined provide the majority of audits for most publicly traded and private companies. (“Big four (audit firms)”1) In addition PwC consultants competes with other smaller consulting companies such as IBM, Accenture, Capgemini, McKinsey, Bain, and BCG. (“Brief Description Of Pricewaterhousecoopers Marketing Essay" 1) This is because existing competitors are beginning to expand their services in order to stay competitive. (“Brief Description Of Pricewaterhousecoopers Marketing Essay" 1) Another recent threat to PwC’s consulting practice is the substitution by clients of consulting firms with independent contractors to reduce project costs. (“Brief Description Of Pricewaterhousecoopers Marketing Essay" 1)

Furthermore, its long history of competing auditing companies indicates that the auditing industry is highly competitive and is dependent on the economy as well. For example, the “big four” was once called the “big eight” and later called the “big six” after mergers took place. (“Big four (audit firms)”1) It was later called the “big five” in 2002 (“Big four (audit firms)”1) It then turned into “the big four” after the Enron scandal where Arthur Anderson was found guilty of fraud. (“Big four (audit firms)”1) Arthur Anderson is an example of how quickly an auditing company can disappear if not using best practices. For example the Enron scandals lead to inspection of their financial reporting, which was audited by the Arthur Anderson Company, the company was later found guilty for obstruction of justice in 2001. (“Big four (audit firms)”1) This ended the company and they were forced to sell the rest of its practices to the remaining “big four” companies. (“Big four (audit firms)”1) As a result, the Sarbanes-Oxley Act was set in place in 2002, in order to insure compliance rules with both businesses and auditors. (“Big four (audit firms)”1)
Since 2002, PwC has been in intense competition with Deloitte. Deloitte beat PwC in 2010 with a growth rate of 1.8% and PwC following with 1.5% growth rate, Deloitte became first in the industry. (“Big four (audit firms)”1) However, PwC redeemed themselves in 2011 coming in first place with 10% revenue growth. (“Big four (audit firms)”1) In 2013, these two firms are still the top two leading companies with only $200 million or 0.5% revenue difference. (“Big four (audit firms)”1) However, Deloitte has seen more rapid growth than PwC over the last few years indicating that they may reclaim the number 1 spot in the future. (“Big four (audit firms)”1)

Why competitor intelligence is not important, important or very important in how this enterprise achieves its measurable objectives:
Competitor intelligence carries medium weight in importance in how PwC achieves it measurable objectives. For example the first measurable objective to be examined is the annual revenue, PwC’s total revenue has increased by 6% this past year, reaching 34 billion. (“PwC Canada” 1) However Deloitte revenues has increased by 7%, reaching 34.2 billion. (“About Deloitte” 1) Thus the slight difference indicates that PwC competitor intelligence doesn’t carry much weight, but they should still look into technological intelligence and human intelligence to differentiate them selves and create a bigger gap between their close competitors. The 2014 revenues demonstrate that all of the “big four” companies have very similar revenues, this indicates that there is little perceived differentiation in client’s mind against competitors. In addition I found little information on competition and how PwC deals with its competition. I believe that one of their weaknesses is currently the lack of investment in competitor intelligence. In addition many ex-consultants bounce around the same consulting companies making differentiation difficult. ("Brief Description Of Pricewaterhousecoopers Marketing Essay." 1)

Sources of competitor intelligence that the enterprise may directly, or indirectly use:
PwC Consulting can directly use “people” to gain human intelligence. For example the nature of the services that PwC provides is based on “human consultants” thus implying that their offer to the market is advice and knowledge that their clients use to satisfy their target market needs; which are commonly issues affecting companies performance, competitiveness and growth aspirations. ("Brief Description Of Pricewaterhousecoopers Marketing Essay" 1) PwC is a people-based service and the advice by consultants is ‘the product’ in this case. As recommended by professor Tim Richardson PwC may hire consultants from the competing firms in order to obtain competitive information, in addition PwC can offer higher salaries to valuable employees and thus gain competitive intelligence. (Richardson 1)

Another source of competitor intelligence PwC can use indirectly are the financial records of their current and prospective clients to gain insight on their current business state. For example if a company is underperforming and looking to reduce costs, but are in need of consulting services PwC should offer a lower price for there services in exchange for a contract agreement that they will be there consultants for the next 5 years. Any publicly traded company is obligated to make their financial records available so it is an easy way PwC to be one step ahead. Analysts are another resource PwC may use directly for competitor intelligence. Analysts are an excellent source of insight for current industry and market trends, innovations and buyer behaviors. ("Brief Description Of Pricewaterhousecoopers Marketing Essay" 1)

Further recommendation and comments on how they use competitor intelligence:
Due to the nature of the industry the consulting and auditing industry specializes in adding value to businesses, including how to stay competitive, and how to build competitive advantage. With that being said, it is very difficult to obtain information about all four companies, aside from financial records. All professional service network providers insure the security of their information by signing confidentiality agreements with the companies they do business with. In addition there is currently little differentiation between the “big four” companies, this is partly due to the fact that many ex-employees of competing companies tend to work for the competitor. ("Brief Description Of Pricewaterhousecoopers Marketing Essay" 1) What future products or services do you think they might market which might require competitor intelligence
Due to the increase in technology use among companies I believe PwC’s future will consist of more advanced technological tools that will help satisfy the needs of businesses seeking to secure their information. This type of technological advancement will definitely require competitor intelligence as there competitors will also be looking for similar innovative technological tools to aid in their services. For example according to a survey published on the PwC website security breaches are increasing and companies are suffering huge financial losses. (“PwC Canada” 1) Survey respondents in 2014 report that the number of discovered incidents reached approximately 42.8 million, with a 48% increase since 2013. As a result companies have suffered great financial losses, and total financial losses due to security compromises increased by 34% over 2013. (“PwC Canada” 1) Cyber risks will never be completely eliminated, however organisations must remain vigilant and agile in the face of an increase in cyber threats. PwC and other consulting competitions offer services that allow companies to mitigate cyber security risks. (“PwC Canada” 1)

From what you have learned so far, what might they do to protect their corporate information from being known by competitors.
PwC might protect corporate information, by firstly training their employees on ways to prevent any sort of cyber breaches. For example, it is easy for intelligence seekers to get information from employees of the targeted company through casual conversation. Teaching employees about suspicious emails and ways to prevent any misuse of items can also be a key factor in protecting corporate information. Overall with the rise of technology use, businesses need to keep corporate information safe and in the right hands of trusted individuals.

Works Cited
"About Deloitte." Deloitte Canada. Web. 15 Oct. 2014. <http://www2.deloitte.com/ca/en/pages/insights-and-issues/events/deloitte-360.html>.
"Big Four (audit Firms)." Wikipedia. Wikimedia Foundation, 13 Oct. 2014. Web. 15 Oct. 2014. <http://en.wikipedia.org/wiki/Big_Four_(audit_firms)>.
"Brief Description Of Pricewaterhousecoopers Marketing Essay." UKessays.com. 11 2013. All Answers Ltd. 10 2014 <http://www.ukessays.com/essays/marketing/brief-description-of-pricewaterhousecoopers-marketing-essay.php?cref=1>.
PwC Canada | English." PwC. Web. 15 Oct. 2014. <http://www.pwc.com/ca/en/index.jhtml>.
Richardson, Tim. "Competitor Intelligence in the Context of New Product Development." Competitor Intelligence in the Context of New Product Development. 13 Jan. 2014. Web. 15 Oct. 2014. <http://www.witiger.com/ecommerce/competitorintelligence.htm>.

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