Best Practice Workshop:
Technology Roadmapping
Brno, 5th February 2013

Conducting Market Intelligence:
a fast approach
In...
Content
My talk:
Market Intelligence in a Nutshell based on
experience from Global Corporation and small
company
More info...
Market Intelligence?
IS
• valuable strategic tool
•
•
•
•

being ahead of competitors
being more sure
avoiding of stupid m...
Deliverables of MI
Identify and formulate
strategic issues arising
from consumers/market

Comprehensive analyses &
perspec...
Market Intelligence?

Does the company need MI?
YES
, but appropriate level (Mix of MI and BI)
The level (mix) depends on:...
Before you say YES
Strategic level not operational level (decision making point of view)
company management interest
choic...
YES, let’s do it

Allocate sources
In order of priority
1. People – crucial issue
Open minded, analytical, combine various...
YES, let’s do it
Define your Area of interest = Define
your „product“
Air conditioning in offices = To keep requested air ...
Low-cost Inputs?
Examples:
• Conferences, seminars
• Sales team of competitors
• Universities
• Dissertations (be proactiv...
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Tomáš Avrat: Conducting Market Intelligence: a fast approach

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Best Practice Workshop: Technology Roadmapping
Brno, 5th February 2013
Conducting Market Intelligence: a fast approach
Ing. Tomáš Avrat (South Moravian Innovation Centre)

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Transcript of "Tomáš Avrat: Conducting Market Intelligence: a fast approach"

  1. 1. Best Practice Workshop: Technology Roadmapping Brno, 5th February 2013 Conducting Market Intelligence: a fast approach Ing. Tomáš Avrat South Moravian Innovation Centre My introduction • More than 25 years experience in Marketing • Various positions: Marketing Manager, Brand Manager, Strategic Marketing Manager, Innovation Manager, CMI (Consumer Market Intelligence) Manager • Both Ad agencies and clients Paul Hartmann, Heineken 1
  2. 2. Content My talk: Market Intelligence in a Nutshell based on experience from Global Corporation and small company More info: web, books, studies… Market Intelligence? IS NOT • market research only • a guarantee of success • quick win • money wasting • to have any amount of figures, statements, insights • must 2
  3. 3. Market Intelligence? IS • valuable strategic tool • • • • being ahead of competitors being more sure avoiding of stupid mistakes source of growth • to have understanding • to have rights answers • option Market Intelligence? Market Intelligence Business Intelligence Market intelligence is the information relevant to a company’s markets, gathered and analyzed specifically for the purpose of accurate and confident decision-making in determining market opportunity, market penetration strategy, and market development metrics Business Intelligence refers to skills, processes, technologies, applications and practices used to support decision making. Business Intelligence often aims to support better business decision-making and as such can be defined as a decision support system • outside the company • look from the window • doing the right things • inside the company • look in the mirror • doing the things right 3
  4. 4. Deliverables of MI Identify and formulate strategic issues arising from consumers/market Comprehensive analyses & perspective Re-enforce one version of the truth (C/C)MI? THE SECRET WEAPON OF COMPETITIVE ADVANTAGE To understand consumers / customers and market dynamics better than competitors and to know better how to apply this intelligence to business processes and decisions. 4
  5. 5. Market Intelligence? Does the company need MI? YES , but appropriate level (Mix of MI and BI) The level (mix) depends on: • Business segment • B2B or B2C • Company strategy • Creator or Follower • Economy of scale or tailor made products • Economy x Mainstream x Premium (price/value ratio) • Company / Product cycle • Rational or Intuitive Management 5
  6. 6. Before you say YES Strategic level not operational level (decision making point of view) company management interest choice not duty Company issue not any team issue (collecting data point of view) nearly all employees interest Continual not ad hoc beneficial in long-term (the older the better) cheaper, more relevant, more valuable Before you say YES Centralized & decentralized not the only one centralized outputs, decentralized inputs top-down & bottom-up Investments not costs beneficial in long-term should not be an issue of budget cuts Systematic not chaotic rules, guidelines, forms, responsibilities, reports, periodicity define minimum level of info (mix of MI & BI) 6
  7. 7. YES, let’s do it Allocate sources In order of priority 1. People – crucial issue Open minded, analytical, combine various perspectives, creative, perfect knowledge of company business, … 2. Time and … 3. Money Especially info about trends are for free YES, let’s do it Define Human Resource 1. One person -> Core Team (marketing, R&D) -> Extended Team (Marketing, Sales, Purchase, Production, Development, Finance) -> whole company 2. Forms, Reports, meetings, workshops,.. 3. Reward & Motivation 7
  8. 8. YES, let’s do it Define your Area of interest = Define your „product“ Air conditioning in offices = To keep requested air temperature EXPECTED LEVEL Low costs, low noisiness, remote control EXTENDED LEVEL Choice of aroma, quality of air (sea air), .. POTENTIAL LEVEL Aromatherapy (automatic programs to energize, to prevent flu, ..) YES, let’s do it Define your Shakeholders 8
  9. 9. Low-cost Inputs? Examples: • Conferences, seminars • Sales team of competitors • Universities • Dissertations (be proactive – cooperate) • Talk with your suppliers • Ask your Association • Internet, social media Low-costs Inputs? • JWT Intelligence • The Truth about .. • Havas reports • Trend watching • Accenture • McKinsey • CEB Iconoculture and many, many more… 9

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