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CMA Competitive Intelligence & Analysis Flashcards

6 cards from real CMA practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

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  1. Which concept describes the maximum revenue a company could generate if it captured 100% of its target market?

    Answer: Total Addressable Market (TAM)

    Total Addressable Market (TAM) represents the maximum revenue opportunity available if a company achieved 100% market share in its target market.

  2. A company's product is in a market with high rivalry, low switching costs, and many substitutes. What does Porter's framework suggest about this industry?

    Answer: It is unattractive with low profit potential

    High rivalry combined with low switching costs and many substitutes indicates strong competitive forces that erode profit margins, making the industry generally unattractive.

  3. In competitive intelligence, 'HUMINT' refers to intelligence gathered from:

    Answer: Human sources, such as conversations with customers, suppliers, or industry contacts

    HUMINT (human intelligence) in competitive intelligence refers to information gathered through direct human contact, including customer interviews, trade show conversations, and supplier feedback.

  4. What is the purpose of a 'competitive gap analysis'?

    Answer: To identify areas where a company's capabilities fall short compared to competitors

    Competitive gap analysis identifies the difference between a company's current capabilities or performance and those of top competitors, highlighting areas needing improvement.

  5. A market analyst notes that a competitor has recently hired 50 engineers specializing in AI. This is an example of which type of competitive signal?

    Answer: Strategic intent signal

    Hiring patterns reveal strategic intentions; a competitor hiring AI engineers signals investment in AI-driven products or capabilities, indicating future competitive moves.

  6. Which framework helps analysts evaluate the external macro-environment factors affecting an industry?

    Answer: PESTLE Analysis

    PESTLE Analysis examines Political, Economic, Social, Technological, Legal, and Environmental macro-environmental factors that can impact an industry or company.