market and competitive intelligence
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Market and Competitive Intelligence. Chapter 2b Instructor Shan A. Garib, Winter 2013. Market and Competitive Intelligence. Type of Market Intelligence Information about the forces that affect the market The Country environment: Demographic Data gathered: characteristics of population - PowerPoint PPT PresentationTRANSCRIPT
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Chapter 2b Instructor Shan A. Garib, Winter 2013
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Type of Market IntelligenceInformation about the forces that affect the market
•The Country environment:
Demographic Data gathered: characteristics of population• Population – Population characteristics –
- • Distribution -• Family Characteristics –
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Type of Market IntelligenceInformation about the forces that affect the market
Economic Development data gathered:
Education – • Workforce – - • Incomes – • Spending Patterns –
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Type of Market IntelligenceInformation about the forces that affect the market
Technological data gathered:
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Type of Market IntelligenceInformation about the forces that affect the market
Sociocultural Characteristics:
• Ethnic Composition • Values – • Lifestyles – -
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Type of Market IntelligenceInformation about the forces that affect the market
Product Characteristics :
• Sizes, weights and measures – • Packaging preferences – • - • Labeling – • Pricing – • Logos -
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Type of Market IntelligenceInformation about the forces that affect the market
Product Characteristics:• Quality – • Preferred Purchasing method – • Regulations and prohibitions – • Design and Colour – • Engineering –
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Type of Market IntelligenceInformation about the forces that affect the market
Product Characteristics:• Warranties and Service –
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Type of Market IntelligenceInformation about the forces that affect the market
Trade Statistics:
• Imports – - -
• Sources – -
• Balance of Payments – https://www.youtube.com/watch?v=UCI3uaExEM4
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Type of Market Intelligence
Product or service specific data
Product or service information•Investigate the following topics:• Product Description – • Market size – • Imports –• Competing Products –
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Type of Market Intelligence
Product or service specific data
Customer Profiles•To gather a complete picture of who is buying:• Customer description – • Income –• Education and Skills – • Needs –
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Type of Market Intelligence
Product or service specific data
Regulatory Requirements•To ensure no surprises:• Packaging – • Regulation –
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How to Use Market Intelligence• Need to sort and analyze
• Analysis used to
• MI can answer the following questions:
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How to Use Market Intelligence
• Using info. about geographic characteristics
• Using info. about demographic characteristics
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How to Use Market Intelligence
• Using info. about economic characteristics
• Using info. about technological characteristics
• Using info. about sociocultural characteristics
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How to Use Market Intelligence
• Determining Market Potential
• Determined by gathering data on:
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What is Competitive Intelligence?•
• Important component is competitor intel.
• Competitive Intel involves gathering data about:
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What is Competitive Intelligence?
• The need for competitive intel• Make better
• React quickly to • Determine what • Help find
• Legal and Ethical practices in competitive intel•
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What is Competitive Intelligence?
• Legal and Ethical practices in competitive intel• The Society of Competitive Intelligence Professionals
• Signs of Espionage• Unsolicited
• Inappropriate
• Suspicious
• Targeting
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What is Competitive Intelligence?
• Signs of Espionage• Coopting