You have been asked by your manager at E.L.F. Beauty to provide up-to-date competitive intelligence about rivals' strategies and moves to improve their situation in the cosmetics industry. Good competitive intelligence is important at E.L.F. Beauty because You have been asked by your manager at E.L.F. Beauty to provide up-to-date competitive intelligence about rivals' strategies and moves to improve their situation in the cosmetics industry. Good competitive intelligence is important at E.L.F. Beauty because it enables more accurate predictions about how long it will take a particular rival in the cosmetics industry to copy most of what the industry leader, Ulta Beauty, is doing. it identifies who the cosmetics industry's current market share leaders are. it helps identify which of at E.L.F. Beauty's rivals is in which strategic group. it enables E.L.F. Beauty's company managers to determine which rival has the worst strategy and how to avoid repeating the same strategic errors. it allows E.L.F. Beauty to anticipate what moves its rivals are likely to make next and to craft its own strategic moves with some confidence