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