Market intelligence provides farmers and traders information to make informed decisions about cultivation and marketing. It consists of price, product, and place intelligence to attain maximum prices. Market intelligence aims to provide understanding of market forces, appraise market behavior, and anticipate future market conditions. It offers advice on influencing decisions of traders and maintaining price stability. Analytical models like stakeholder analysis and industry analysis are used in market intelligence to provide accurate, objective, useful, and timely insights about short and long term market conditions. The uses of market intelligence include improving resource allocation, bargaining position of farmers, reducing transaction costs, and aiding policymakers and early warning systems.

1. Analytical models used in market
intelligence, uses of market
intelligence

2. Need of Market Intelligence
Market information and intelligence are
crucial to enable farmers and traders to make
informed decisions about what to grow, when
to harvest, to which markets produce should
be sent, and whether to store it or not.

3. Price Intelligence – When maximum prices to commodity
will prevail
Product Intelligence – Product Characteristic features to
attain maximum prices
Place Intelligence – In which market/place maximum
price could be attained
Market Intelligence consists of

4. ROLE OF MARKET INTELLIGENCE
• To provide better understanding of the forces
that are operating in a particular situation as
well as anticipating the situation that is likely
to develop.
• To provide regular and continuous apparaisal
of market behavior and of various factors that
influence the market behavior.

5. • To offer a clue to the probable behaviour of
the market and the forces that are likely to
influence it in the near future
• To undertake evaluation of the functioning of
the marketing organizations/institution with
a view to ensuring efficient and effective
implementation of agricultural marketing and
price policy

6. • To offer advice on the measures needed for
influencing the decisions of traders and
market players
i)For ensuring remunerative prices to the
farmers
ii) For assuring the supply of the products
to the consumers at reasonable prices
iii) For maintaining stability in the market
prices.

7. Analytical Models used in Market
Intelligence
• Craig Fuller and Bensoussan. The authors
referred as FAROUT
F-Forward Oriented
A- Accurate
R- Resource Efficient,
O-Objective,
U-Useful,
T-Timely

8. Analytical Models used in Market
Intelligence
Analytical
method
Future-
orientation
Accuracy Resource-
efficienc
Objectivity Usefulness Time-less
Stake
holder
analysis
Present to –
short term
Medium Medium Medium Medium Medium
to high
Business
screening
matrix
Present to –
short term
Low to
medium
Medium Low Medium Medium
SWOC Present to
short term
Medium Medium Medium Medium to
high
Medium
to high
Industry
analysis
Present Medium Medium
to high
Medium Medium to
high
medium
Scenario
analysis
Long term Medium
to high
Low to
medium
Medium Medium to
high
Low to
medium

9. USES OF MARKET INTELLIGENCE
• Better facilitation and efficient allocation of
productive resources
• The bargaining position of farmers with traders
can be improved
• Reduction of transaction costs (i.e. the costs of
selling the produce) by reducing risks.
• Reducing competition within markets
• Farmers with timely and reliable information and
the ability to interpret it, can decide to which
market they should send their produce to
maximize returns or, indeed, whether to send their
produce to market at all

10. • small traders are made more aware of market
opportunities
• By contributing to more efficient marketing,
particularly improved spatial distribution, MI
should be beneficial for consumers as well as
farmers and traders. Information on retail prices
may also, under certain circumstances, assist
consumers to bargain

11. • The essence of a good MI is that it should
provide commercially useful information on a
timely basis. Information is also useful to
policy makers. This improves policy
formulation as the functioning of markets
comes to be better understood.
• MI is also an important component of Early
Warning Systems (EWS) for food security as it
can assist in identifying areas of possible
shortages and can highlight whether prices
are above or below normal seasonal trends