building an effective mi organisation
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Building an effective MI organisation
Critical success factors for building an effective MI organization
1Independent Intelligence, June 2010www.indintel.com
Building an effective MI organisation
Integration of the partsMake sure that all parts are working towards the same goal
Set focus in line with the needs of the organisationAligned to needs and supported by top management
Recruit the right set of peopleGet the right mix for the task
Communication of quality informationUnderstanding the internal customers
Tools for disseminatingMake information and analysis as widely accessible as possible
Clear ResponsibilityClarity what the MI function delivers
2Independent Intelligence, June 2010www.indintel.com
Clients Type of MI Challenges
3Independent Intelligence, June 2010www.indintel.com
Integration of the parts
• Organisation• Management• Clear objectives
All parts are working towards the same goal
4Independent Intelligence, June 2010www.indintel.com
Focus in line with the needs of the organisation
MI function with a purpose and objectives that are accepted and supported by top management.
Potential challenges• Gut instinct• Perceived value added• Expectations• Historical credibility
Align to the perceived needs and the present organisation, centralised or de-centralised as well as company culture and perception of MI.
Suppliers Competitors Customers Channels Consumers Context
5Independent Intelligence, June 2010www.indintel.com
Recruit the right set of people
Strong analytical skills are essential
But also:• people with communication skills, • senior people with industry experience, • digital builders,• engaging other staff, sales, service, etc.• etc.
• unrelated• non-analysed• unorganised
• interpreted• relevant• systematised
• analysed• related• timely
DATA
INFORMATION
INTELLIGENCE
6Independent Intelligence, June 2010www.indintel.com
Communication of quality intelligence
• Based on a set of for the industry adequate sources
• An ear to the ground and pick up changes in direction and make sure that the organisation understand the you understand.
• Adding value by providing relevant market intelligence to support strategic decisions
Analysis, synthesis,reference, report,implications, etc.
DECISION SUPPORT
Sources
IN
Intelligence
OUT
Systematic and Continuous Monitoring and Analysis of the Marketing Environment
7Independent Intelligence, June 2010www.indintel.com
Tools for disseminating info
Make information and analysis as widely accessible as possible with the right infrastructure.
Openness and a sharing culture...
Balance being pro and re-active
Provide continuous and ad-hoc info
Broadly available data bank
8Independent Intelligence, June 2010www.indintel.com
9
Market Intelligence
Market understanding
Market insight
Identify opportunities
Market Segmentation
Optimise product portfolio
Defining themarketing mix
Target customer groups
Positioningof proposition
Marketcommunication
Market data
Implementation
Market Impact
Create a product offering
Resources
Internalcommunication
A Marketing Process linked to
management and other key functions as:
production, sales, procurement,supply chain,finance, etc.
Clear ResponsibilityClarity what the MI function delivers
Independent Intelligence, June 2010www.indintel.com
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