I have a bunch of market reports

I have a number of identically formatted excel market reports (one per country), with different names, in one folder

I need to extract data to a consolidation workbook.

Eg. competitors, on a worksheet named "3.Competition" in all wbooks.
Here would be a list of competitors in this country and their expected sales.

I want to consolidate this like competitors in one column and then all our countries in a row and then populate below with data from the individual reports.

How am I to do that with formulas, because I could of course just have someone copy all this data manually. Hard not smart - but is it possible?

Pls. help...