aUTHORED BY dR. tOM gROOMS
"What Market Intelligence
IS"
We start our discussion as to what market
Intelligence is by introducing a base-model approach composed of five
protocols. This beginning to better understand a few of the dimensions of
market intelligence in a broad overview are now presented.
The objective of the first protocol is to have
CEOs, senior executives and senior government officials relate what sort of
“market information and intelligence” about who or what is needed and the
sources from which it is to be gathered. This is not what you think your
competition or your competitor does, but rather the competition or your
competitor will relate the sorts of information one currently employs.
The objective of the second protocol is how one
would evaluate the “market information intelligence” as to its reliability and
accuracy as well as to its benefit and cost.
The objective of the third protocol deals with
how one handles the “market intelligence” needed for analysis and how the
interrelated dimensions of “market intelligence” are evaluated.
The objective of the fourth protocol directs
the CEOs, senior executives and senior government officials to action or
inaction.
The objective of the fifth protocol task is the
organization, design or redesign of a market intelligence system is to plan a follow-on
audit to monitor future change.
The market intelligence model provides a
missing link present in organizations at the highest levels. The model gives
reassurance to help ensure a broad scope of checks and balances protecting the
CEO, senior executives and government senior officials as well as the
organization, its value (profitability) and performance.
Thus, what is market intelligence? Much more.
Hence, what is the value of market
intelligence? Infinite.
According
to Establishing the Foundation for Market Intelligence "market
intelligence" is defined as:
"Market Intelligence (MKI) is
gathered through internal analysis, competition analysis, and market analysis
about the total environment forming a broad spectrum of assembled knowledge,
which is then used for developing scenarios so that timely reporting of vital
foreknowledge for future planning in the areas of strategic, tactical, and
counter-intelligence decision-making can be applied operationally and
strategically in respect to the whole organization's strategic interest for the
whole market."
The Market Intelligence model provides a
missing link present in organizations at the highest levels. The model gives
reassurance to help ensure a broad scope of checks and balances protecting the
CEO, senior executives and government senior officials as well as the
organization, its value and performance.
Market Intelligence is what makes intelligence, intelligence. Market
Intelligence (MKI) © 2003, 1998,
1991
(Total market environment)
Research and peer review supports this
position.
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Disclaimer of Liability: Information and research provided herein is believed
to be reliable, but its accuracy cannot be guaranteed. The author is not
responsible for actions taken based on the information provided. The
information does not purport to be complete; therefore, consult with expert
legal, tax, business, and financial counsel before taking any action. The Latin
maxim "caveat emptor" applies.