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Market and Competitive Intelligence

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

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Market and Competitive Intelligence

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  1. Market and Competitive Intelligence Chapter 2b Instructor Shan A. Garib, Winter 2013

  2. 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 • Population – • Population characteristics – - • Distribution - • Family Characteristics –

  3. Market and Competitive Intelligence Type of Market Intelligence • Information about the forces that affect the market Economic Development data gathered: Education – • Workforce – - • Incomes – • Spending Patterns –

  4. Market and Competitive Intelligence Type of Market Intelligence • Information about the forces that affect the market Technological data gathered: -

  5. Market and Competitive Intelligence Type of Market Intelligence • Information about the forces that affect the market Sociocultural Characteristics: • Ethnic Composition • Values – • Lifestyles – - -

  6. Market and Competitive Intelligence Type of Market Intelligence • Information about the forces that affect the market Product Characteristics : • Sizes, weights and measures – • Packaging preferences – • - • Labeling – • Pricing – • Logos -

  7. Market and Competitive Intelligence Type of Market Intelligence • Information about the forces that affect the market Product Characteristics: • Quality – • Preferred Purchasing method – • Regulations and prohibitions – • Design and Colour – • Engineering – -

  8. Market and Competitive Intelligence Type of Market Intelligence • Information about the forces that affect the market Product Characteristics: • Warranties and Service –

  9. Market and Competitive Intelligence Type of Market Intelligence • Information about the forces that affect the market Trade Statistics: • Imports – - - • Sources – - • Balance of Payments – https://www.youtube.com/watch?v=UCI3uaExEM4

  10. Market and Competitive Intelligence Type of Market Intelligence • Product or service specific data Product or service information • Investigate the following topics: • Product Description – • Market size – • Imports – • Competing Products –

  11. Market and Competitive Intelligence 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 –

  12. Market and Competitive Intelligence Type of Market Intelligence • Product or service specific data Regulatory Requirements • To ensure no surprises: • Packaging – • Regulation –

  13. Market and Competitive Intelligence How to Use Market Intelligence • Need to sort and analyze • Analysis used to • MI can answer the following questions:

  14. Market and Competitive Intelligence How to Use Market Intelligence • Using info. about geographic characteristics • Using info. about demographic characteristics

  15. Market and Competitive Intelligence How to Use Market Intelligence • Using info. about economic characteristics • Using info. about technological characteristics • Using info. about sociocultural characteristics

  16. Market and Competitive Intelligence How to Use Market Intelligence • Determining Market Potential • Determined by gathering data on:

  17. Market and Competitive Intelligence What is Competitive Intelligence? • Important component is competitor intel. • Competitive Intel involves gathering data about:

  18. Market and Competitive Intelligence 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

  19. Market and Competitive Intelligence What is Competitive Intelligence? • Legal and Ethical practices in competitive intel • The Society of Competitive Intelligence Professionals • Signs of Espionage • Unsolicited • Inappropriate • Suspicious • Targeting

  20. Market and Competitive Intelligence What is Competitive Intelligence? • Signs of Espionage • Coopting

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