Download - Market and Competitive Intelligence
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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