Market intelligence combines various sources of data to create a comprehensive view of a company’s present market. It considers a company’s clients, problems, competitors, and new product and service development potential.
In other words, market intelligence provides “Information on client demand, rivals’ products, and other market factors that a firm utilizes to assist it to select what things to sell, what pricing to charge, and so forth in a certain market.” Their goal is to deliver market insight via information technology.”
Unlike business intelligence, which focuses on largely internal issues, market intelligence gathers data from all around the world, giving a comprehensive view of the entire market, not just the company. Incorporating market intelligence into business intelligence procedures, on the other hand, will give an organization a holistic view of its actual performance in specific market situations.
The main components of market intelligence
Examine the overall Biz situation.
This category includes various factors that may have an impact on top-level strategic business decisions. It’s a high-level risk assessment.
Market Assessment
Market research involves an active survey of the market that helps in determining the consumer potential and weighs the demand for the product or service in the market
This will reveal consumer opinions, desires, and purchasing habits. It will also help businesses segment the market and discover their target audience.
Sales analysis
A sales analysis is a comprehensive report that details a product’s sales performance, as well as client information and revenue generated. By referencing past and present data, the report highlights the strengths and weaknesses of goods and sales teams to uncover emerging trends that are most relevant to a company.
What will the selling strategy be? Is it likely that a sales team is needed to compete? Is this something that can be outsourced or handled remotely from another location? Are some of the questions to ask oneself to analyze product sales.
Competitor analysis
This step involves a thorough assessment of the competitors, their products and services, the pros and cons of their products or services, their brand value and market proposition, their strategy and goals, and a lot of other factors that drive sales.
Product intelligence
In this phase, one must check for the product alternatives in the market, the attributes, and the quality of those products. USP of the product and besides this, the organization must also assess the demand for the particular product in the market.
Pricing strategy
Sectors, capacity to pay, market trends, competitive environments, trade volumes, and overhead expenses are all factors that go into a pricing strategy. It is aimed at a certain set of clients as well as competitors.
The SWOT framework
To determine the best course of action, use all of the research findings above to do a full SWOT (strengths, weaknesses, opportunities, and threats) analysis.
SWOT Analysis is a simple but effective framework that helps to focus on what’s working well for the business and to address the gaps as well. It helps to mitigate risks and increases the chance of success.
Market intelligence for small businesses
If smaller businesses want to collect their market data, they can send questionnaire forms or surveys to their clients.
Small firms can set up systems to manage customer lists and some sort of customer feedback program to collect customer information cost-effectively and efficiently.”
Website analytics can also give a better picture in terms of customer requirements, demands and sales.
