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Global Market Intelligence Survey 2009


As a result of the recession into which the global economy slipped in 2008, budgets have been cut in most corporate functions, with intelligence activities being no exception. Yet simultaneous with …

As a result of the recession into which the global economy slipped in 2008, budgets have been cut in most corporate functions, with intelligence activities being no exception. Yet simultaneous with the thinning resources, demand for high quality market information has probably never been as pressing as during the previous year. This paradox largely defines the spirit of the responses to GIA’s Global Market Intelligence Survey 2009, conducted on six continents during August and September 2009.

This presentation shows selected slides from a GIA white paper. To download the entire white paper that you are interested in, please visit

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  • 1. Global Market Intelligence Survey 2009 Webinar presentation October 29, 2009
  • 2. Webinar content outline This document contains excerpts from GIA’s “Global Market Intelligence Survey 2009” White Paper. For the free white paper, please visit or email Included here: •  Introduction and key findings •  High-quality market information supports decisive strategies Not available here: •  Comparing regional results •  Integrating Market Intelligence with business processes •  The future of Market Intelligence - page 2
  • 3. Introduction to the Global Market Intelligence Survey 2009 - page 3
  • 4. Global Market Intelligence Survey 2009 Existence of systematic MI activities Purpose of the study •  To understand the present state of MI on 800 724 a global level 700 600 •  To understand differences in MI across 500 457 regions and industries 400 267 300 •  To move forward on the previous Global 200 Market Intelligence studies conducted in 100 0 2005, 2007 and 2008 No Yes Grand Total Scope •  724 responses in total, with 457 Geographical spread of responses 341 organizations having an MI operation in place •  The survey was conducted as a web questionnaire during August-September 110 101 79 47 2009 by GIA Member companies 27 17 2 •  Target companies included both large Western Latin North Northern Asia Africa & Central & Other global organizations and smaller, Europe America America Europe Pacific Middle Eastern regionally operating companies East Europe - page 4
  • 5. Spread of responses by industry 140 124 124 120 100 80 69 67 59 60 53 45 38 40 32 29 28 19 16 20 11 10 0 - page 5
  • 6. Key findings - page 6
  • 7. Key findings of the survey •  Opportunities and threats put •  Organized MI increases self- pressure on high-quality market confidence and accelerates information decision-making •  The recession does a favor to many •  94% of companies intelligence operations – so long as sometimes make key not everything is put on hold decisions without the •  The survey results suggest that the support of Market MI headcount at least hasn’t Intelligence decreased, rather it may even •  There are typically 1-2 have increased a little organizational layers •  MI budgets have been reduced, between the head of MI and which was also evident in the open CEO comments from the respondents - page 7
  • 8. Key findings of the survey, cont. •  Soft benefits of MI speak of fruitful investments and satisfied users, further efforts to be directed at improving time and cost savings •  Towards increasingly concrete MI: Companies aim at linking market information more tightly with business processes •  Almost all surveyed companies expect the investment in MI rather increase than decrease over the next 2 years •  Current MI efforts focus on the short run, but the long term should not be forgotten - page 8
  • 9. High-quality market information supports decisive strategies
  • 10. Current global opportunities and threats drive the need for market intelligence Perceived opportunities in own Perceived threats in own industry over industry over the next 2 years the next 2 years M&A Price erosion Market share gains Overcapacity Expanding into new markets geographically New competitors entering the market or product-wise Finding innovative business models Emerging business models Spotting new demand for products and Consolidation or fragmentation of the services that the market shakeout creates value chain Generating new partnerships Limited understanding of the current trends Speedy decision-making Slow decision-making Changing customer behavior Strengthening role of government - page 10
  • 11. MI and decision-making +4 %-points compared to 2008 45 % 42 % 42 % 40 % •  “How efficient do you 35 % 30 % consider executive decision- 25 % 20 % making to be in your 15 % 10 % 7% 8% 1% company?” 5% 0% 40 % 34 % 35 % 29 % 29 % 30 % 25 % 20 % 15 % •  Only 6% of respondents 10 % 6% say the MI is being 5% 2% used in ALL key 0% Utilized in Utilized in Utilized in Utilized in Not utilized decisions all key most key many key some key in key decisions decisions decisions decisions decisions - page 11
  • 12. Organized Market Intelligence saves time and effort and increases self-confidence •  Ease of finding information to support business decisions in companies with or without organized Market Intelligence 100% 4% 100% 90% Not typically 20 % Not typically 14 % 90% available available 80% 80% 70% 70% It’s available 28 % It’s available 60% after a long 60% 50% after a long 67 % delay 50% delay 40% It’s available 40% 30% after a short 30% 45 % It’s available 20% after a short delay 20% delay 10% 15 % It’s available as 10% 0% and when 0% 7% It’s available as needed and when MI non-MI needed - page 12
  • 13. •  Soft benefits of MI speak of fruitful investments and satisfied users, further Perceived benefits of MI efforts to be directed at improving time and cost savings 100% 90% 20 % 26 % 80% 39 % 42 % 49 % 57 % 58 % 70% 64 % 60% 72 % 50% 40% 80 % 74 % 30% 61 % 58 % 51 % 43 % 42 % 20% 36 % 10% 28 % 0% NO YES - page 13
  • 14. Thank You for Your Attention These slides are excerpts from Contact Us the GIA White Paper: “Global Market Intelligence Survey For additional information about the 2009”. Global Intelligence Alliance and our services, please send email to or log on Download the entire White Paper to the GIA website for the contact information of the GIA company for Free nearest to you. The report has been published under the GIA White Paper series and is available for free download at
  • 15. About GIA
  • 16. GIA is a strategic market Intelligence and advisory group Global Intelligence Alliance (GIA) was formed in 1995 when a team of market intelligence specialists, management consultants, industry analysts and technology experts came together to build a powerful suite of customized solutions ranging from outsourced market monitoring services and software, to strategic analysis and advisory. Today, we are the preferred partner for organizations seeking to understand, compete and grow in international markets. Our industry expertise and coverage of over 100 countries enables our customers to make better informed decisions worldwide. GIA Industry White Paper 2 / 2010: Native or Web Application? How best to deliver content and services to your audiences over the mobile phone
  • 17. Access local knowledge in over 100 countries GIA Group has 12 offices on 4 continents. Together with affiliated GIA Member companies, certified GIA Research Partners and consultants, GIA provides access to local knowledge in over 100 countries. All GIA Network companies adhere to GIA’s Research and Analysis Quality System as well as the SCIP Code of Ethics. - page 17
  • 18. We understand your business With a track record of supporting thousands of clients Industry Practices around the world, we bring you practical expertise in your Automotive Chemicals markets, as well as knowledge from our practices covering Construction & Property Development 11 industries and all the key business functions. Consumer & Retail Energy, Resources & Environment Financial Services Private Equity Logistics & Transportation Manufacturing & Industrial Pharmaceuticals & Healthcare Telecommunication, Technology & Media Functional Practices World Class Market Intelligence MI for Strategic Planning MI for Marketing & Sales MI for Product & Innovation Management MI for Supply Chain Management M&A and Partnering
  • 19. International Global Intelligence Alliance Group Baltic Region Gateway Baltic Belgium Global Intelligence Alliance Belgium Brazil Global Intelligence Alliance Latin America Canada Global Intelligence Alliance Canada Central & Eastern Europe EasyLink Business Services China Global Intelligence Alliance China Finland Global Intelligence Alliance Finland France RV Conseil Germany Global Intelligence Alliance Germany Hong Kong Global Intelligence Alliance Hong Kong India Global Intelligence Alliance India Japan McRBC Netherlands Global Intelligence Alliance Netherlands Russia ALT R&C. Singapore Global Intelligence Alliance Singapore South Africa Butterfly Effect Intelligence Tunisia Tunisie RV Conseil UK Global Intelligence Alliance UK United Arab Emirates GCC Consulting USA East Coast Global Intelligence Alliance USA East Coast USA West Coast I.S.I.S. – Integrated Strategic Information Services, Inc.