The value proposition of market intelligence is to help managers make more assertive and less risky decisions regarding their business. And to achieve this level, it is necessary to consider implementing competitive intelligence .
The production of intelligence within a corporation involves the business as a whole, from competitor analysis , market research, supply, purchase, legal and technological order, etc.
This is a tool that is accessible to companies of any size. There poland whatsapp data is no need to purchase complex software or hire specialized consultants.
As will be seen later, it can be started within the company as a work of production and data collection, for later analysis . To this end, basic spreadsheet, database and text production tools are sufficient to begin this work.
There are three important fronts that are essential to generate competitive intelligence. See:
1 – Planning intelligence
This initiative aims to help the organization achieve its goals and objectives defined during the organization's strategic planning exercise . To produce this intelligence, the starting point is the business plan itself.
Therefore, it is recommended to select the most complex and ambitious goals that the company has set for itself in a certain strategic period and apply analytical techniques to monitor them.
The main skill to be developed by the professional who will lead competitive intelligence is analytics. It is important to keep in mind that the big difference is not to be limited to data collection. Instead, use the information to generate insights for the business.
Currently, there are few professionals capable of conducting analytical processes within an organization. Therefore, a Market Intelligence course is essential to improve this skill.
2 – Production of Surveillance Intelligence
To complement the first front, surveillance intelligence is essential to support the recognition of opportunities and risks.
Opportunities and risks arise, most of the time, in an environment external to the company, where, normally, it is not possible to have control over the situation, such as sudden changes in the market, politics and even sociocultural aspects.
Therefore, it is essential for the vast majority of companies to produce surveillance intelligence with micro analyses (external view of the company, analysis of the competition , customers, suppliers) and macro environmental analyses (political, economic, sociocultural, ecological and legislative aspects).
From this analysis it becomes possible to produce surveillance intelligence to help the company prepare for any adverse situation.
The first two fronts must always occur concurrently within the organization, as one practice complements the other.