Chapter 2b
Instructor Shan A. Garib, Winter 2013
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Type of Market Intelligence
 Information about the forces that affect the market
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The Country environment: Demo, technological,
sociological, product characteristics have impact on
markets
Demographic Data data gathered: characteristics of
population
• Population – size, growth rate, density
 Population characteristics – birth , sex, and death ratios
- age structure
• Distribution - % of urban and rural, what are the major centers
• Family Characteristics – average family size and composition
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Type of Market Intelligence
 Information about the forces that affect the market
•
The Country environment: Demo, technological,
sociological, product characteristics have impact on
markets
Economic Development data gathered: measures to improve
quality of life
• Education – level of achievement, literacy rates, technological
development
• Workforce - % of male and female in labour market
- employment levels
• Incomes – per capita, average family, income distribution, top
and bottom 20%
• Spending Patterns – household disposable income, spending
patterns on food, trans, housing, recreation
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Type of Market Intelligence
 Information about the forces that affect the market
•
The Country environment: Demo, technological,
sociological, product characteristics have impact on
markets
Technological data gathered: for products that embody
advanced or rapidly changing technologies and their life
cycles
-older technologies into less developed markets provides an
opportunity
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Type of Market Intelligence
 Information about the forces that affect the market
•
The Country environment: Demo, technological,
sociological, product characteristics have impact on
markets
Sociocultural Characteristics : literacy rates, languages,
customs, habits, business practices
• Ethnic Composition – languages spoken, cultural diversity
• Values – religiously diverse? Major ethical standards?
Separation between church and state?
• Lifestyles – eating and drinking habits?
- consumption habits? Recreation?
- work week length
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Type of Market Intelligence
 Information about the forces that affect the market
•
The Country environment: Demo, technological,
sociological, product characteristics have impact on
markets
Product Characteristics : which impacts how the product is
manufactured, labeling, marketing in a foreign local
• Sizes, weights and measures – standard sizes for same
products in foreign markets? Unit of measurement? 1l beer!
• Packaging preferences – material used for packaging?
- Attractiveness of packaging more
important in some markets
• Labeling – language and label requirements
• Pricing – How are comparable product priced in other markets?
• Logos - names, logos and trademarks might have to be
modified so as to not offend or so ensure they convey the
same message
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Type of Market Intelligence
 Information about the forces that affect the market
•
The Country environment: Demo, technological,
sociological, product characteristics have impact on
markets
Product Characteristics: which impacts how the product is
manufactured, labeling, marketing in a foreign local
• Quality – regulatory standards to sell your product in target
market?
• Preferred Purchasing method – where do people go to
purchase your products
• Regulations and prohibitions – import and export controls eg.
Alcohol into Muslim countries
• Design and Colour – meanings of colour vary with culture eg
black coffee?
• Engineering – how product is used and ease of use
- technical specs of a country eg. Metric vs
imperial
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Type of Market Intelligence
 Information about the forces that affect the market
•
The Country environment: Demo, technological,
sociological, product characteristics have impact on
markets
Product Characteristics: which impacts how the product is
manufactured, labeling, marketing in a foreign local
• Warranties and Service – after market service will offer comp.
advantage eg 1800 hotlines
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Type of Market Intelligence
 Information about the forces that affect the market
•
The Country environment: Demo, technological,
sociological, product characteristics have impact on
markets
Trade Statistics: to do comparative analysis and gauge
market receptivity to foreign products
• Imports – what types of goods are imported?
- what are expected trading volumes
- annual value of imported goods? Projections?
• Sources – country sources of imported goods?
- market share of imported goods?
• Balance of Payments – over all trend for deficits and surplus
https://www.youtube.com/watch?v=UCI3uaExEM4
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Type of Market Intelligence
Product or service specific data

• Addresses market opportunity
• The information used to build up a complete description of
the product or service, the type of people who buy it, the
technologies involved and the regulatory requirements that
will effect sales
Product or service information
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Investigate the following topics:
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Product Description – what are the categories for the product or service
Market size – annual sales volumes but product type and size
Imports – what % of product is supplied through imports? from where?
Competing Products – what features do they have? How are they priced?
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Type of Market Intelligence
Product or service specific data
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• Addresses market opportunity
Customer Profiles
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To gather a complete picture of who is buying:
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Customer description – age social position? Average size of family?
Income – level of customer? % disposable?
Education and Skills – any special skills or training?
Needs – what ones are satisfied by your product? How is it classified? Luxury, necessity?
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Type of Market Intelligence
Product or service specific data

• Addresses market opportunity
Regulatory Requirements
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To ensure no surprises:
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Packaging – requirements for labeling and packaging?
Regulation – what are the quality standards? What are the regulatory bodies and
commissions to be dealt with? Industry or product standards?
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How to Use Market Intelligence
• Need to sort and analyze gathered data to develop
market intel.
• Analysis used to answer specific questions that apply to
business objectives
• MI can answer the following questions:
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Which market will our product succeed?
Best way to enter market
Do customers need the product?
Existing customer needs?
Market potential for product?
Can we establish a cost effective overseas production plant
Why is our product not selling?
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How to Use Market Intelligence
• Using info. about geographic characteristics
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Things to consider – size of country, distance of distribution
centers, nature of terrain will affect distribution costs and affect
types of goods traded eg. ice cream sold in the desert?
Perishable goods exported to a country with poor distribution
system is bad idea
Weather will influence what is being sold and indicate a market
need eg snow = skiis
• Using info. about demographic characteristics
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Provide info about sixe of market
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How to Use Market Intelligence
• Using info. about economic characteristics
Indicate affluence, stability, potential for growth of a market
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Dictate type of goods/services sold eg Rolex anyone?
• Using info. about technological characteristics
• Info about level of technological education > Market
potential for sophisticated products eg PCs
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Using info. about sociocultural characteristics
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Important when exporting food, clothing ect.
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How to Use Market Intelligence
• Determining Market Potential
Represents the maximum amount of sales all suppliers of a
particular product can make in a target market
Determined by gathering data on:
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Amount of product consumed
Supply figures, including domestic production figures
Export and import figures
Factors affecting imports
Competing products and sales
Market share trends
Price trends
Demographic trends
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What is Competitive Intelligence?
process of discovering, analyzing and using information to
become more competitive in the marketplace
Important component is competitor intel.
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Gathering info about competitors to determine possible future
actions and gain a competitive advantage
Competitive Intel involves gathering data about:
• Competitors and their strategic intentions
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Technology, emerging trends and possible future
developments
Legal and regulator changes
Suppliers and changes to supply and distribution systems
Materials
Industry and market trends
Political and economic changes that affect the competitive
environment
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What is Competitive Intelligence?
• The need for competitive intel
• Make better decision for LT and ST planning, R&D
programmes
• React quickly to legislative and regulatory changes
• Determine what market entry method
• Help find out what worked and why other companies
failed
• Legal and Ethical practices in competitive intel
illegal to spy or steal secrets eg US Economic Espionage
Act
• Must be diligent in who you hire
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What is Competitive Intelligence?
• Legal and Ethical practices in competitive intel
• The Society of Competitive Intelligence Professionals
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Represents CI professionals and developed a code of ethics
pg38
• Signs of Espionage
• Unsolicited requests for proprietary information eg client list
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Prop info is commercially valuable info developed or obtained
that is kept confidential
• Inappropriate conduct during visits
• Suspicious work offers
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Scientists to research facilities
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Invitations to lecture in foreign country
• Targeting international exhibits, seminars, and conventions
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What is Competitive Intelligence?
• Legal and Ethical practices in competitive intel
• The Society of Competitive Intelligence Professionals
Represents CI professionals and developed a code of ethics
pg38
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• Signs of Espionage
• Coopting former employees
Former employees who had access to sensitive info
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Non-compete clause
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Welcome to Marketing 2!