Market Intelligence

Market Intelligence

OBJECTIVES

• Understand how to gather, analyze and report information, as well as identify relevant information and sources of information;
• Be capable of developing and implementing a market intelligence plan;
• Be capable of applying market intelligence tools and techniques into business strategy;
• Have the skills to report market intelligence information in a fashion that facilitates generating a cohesive view of the company’s market situation and enhances decision making;
• Know the fundamentals of creating Market Intelligence and Strategic Planning teams.

WHO SHOULD ATTEND?

• Managers and decision-makers involved or working directly or indirectly with Market Intelligence or Strategic Planning;
• Professionals in the Marketing area involved with market research;
• Product Managers, Planning Managers and Business Development Managers;
• Professionals involved with business monitoring

COURSE OUTLINE

Understanding Market Intelligence

• The art and science of Market Intelligence: what it is (and is not);
• Strategic and managerial perspective of market intelligence;
• Differences between data, information, and intelligence;
• Sources of data, knowledge and information;
• Pitfalls in analysis and how to avoid them.

Market Intelligence Components

• The influence of Macroeconomics;
• Market Analysis;
• Competitor Analysis;
• Players and Market Structure;
• Understanding how regulations affects businesses;
• Trends and Market Growth;

Integrating Market Intelligence Into Strategy and the Decision Making Process

• Identifying information stakeholders and their requirements;
• From key business questions to key performance indicators;
• Linking MI with Strategic Planning and Business Performance Monitoring;
• Linking MI with strategy tools: BSC, SWOT, BCG Matrix, and others;