This master's thesis explores the connection between the areas of Competitive Intelligence and publicly traded companies in the USA. Therefore, it not only reviews current knowledge in the sphere of stock markets and stock analysis, but also the available resources, tools, and methods for analyzing the external data environment within publicly traded companies. The primary goal of the thesis is to adapt the methodology and tools of CI for use in the analysis of specific publicly traded comp... show full abstractThis master's thesis explores the connection between the areas of Competitive Intelligence and publicly traded companies in the USA. Therefore, it not only reviews current knowledge in the sphere of stock markets and stock analysis, but also the available resources, tools, and methods for analyzing the external data environment within publicly traded companies. The primary goal of the thesis is to adapt the methodology and tools of CI for use in the analysis of specific publicly traded companies and their stocks for subsequent application to a specific example from practice. To achieve this objective, the CI cycle was used as well as free and open data obtained through APIs from a wide selection of sources. The thesis also aims to analyze and evaluate the state of the macroeconomic and industry environment from the perspective of an investor or analyst about determining the potential of selected publicly traded companies. The thesis results not only in the development of a complete framework for the analysis of the competitive environment of publicly traded companies in the USA but also in the outcome of the implementation of a structured dashboard using Microsoft Power BI. The companies selected for this purpose were Zillow Group and Opendoor Technologies, both in the real estate services industry. The insights from this work can help to better navigate the creation of your dashboard. In addition, the entire dashboard that was created as part of this work has been published and is freely available to use. Furthermore, these insights can help both beginner and advanced investors and analysts gain comprehensive information on the macroeconomic and industry environment and selected publicly traded companies, along with identifying opportunities and risks. |