Marketing Intelligence is the systematic gathering and interpretation of information about the market place, which, when put into proper perspective, generates the insights that lead to better decisions.
It identifies the competitive forces at play, the key variables for success, major opportunities for growth, and the strategies and tactics that need to be implemented in order to achieve profitable growth.
Marketing Intelligence cancels out bias, neutralizes speculation and confirms the facts. If you have a problem, Marketing Intelligence will give you its dimensions: if you have no problems, it will give you an idea of what your opportunities are.
By accessing customers, competitors, suppliers and government through print sources, electronic data bases, and expert sources, Marketing Intelligence provides an overview of the environment in which we operate today, as well as the one in which we will find ourselves tomorrow.
I MARKET ANALYSIS
Includes market identification and segmentation, determination of size, trends, changes, reasons behind them, current and future market response, identification of pre-qualified opportunities for immediate new business development.
II INDUSTRY ANALYSIS
An in-depth analysis of the client company, the competitors, the customers, the economic climate, i.e, the social, economic and political forces impacting the marketplace and what they mean in terms of growth opportunities; general conclusions and future outlook.
III COMPETITOR ANALYSIS
An analysis of a single competitor; includes history, organization, culture, management analysis, ethics, business approach; current financial information (if available),use of technology, manufacturing/operations data, marketing/sales data, strategic plan, new business areas, markets planning to enter, business areas planning to exit, most valued/least valued segments and likely response to attack, parent's long term objectives and impact on subsidiaries (if applicable), conclusions and future outlook – how to compete.