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

1- 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.

2- it helps identify which of at E.L.F. Beautys rivals is in which strategic group.

3- it identifies who the cosmetics industrys current market share leaders are.

4- it enables E.L.F. Beautys company managers to determine which rival has the worst strategy and how to avoid repeating the same strategic errors.

5- 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.