Market Intelligence (Part 1)
Written by dogosh on 10/05/2008What was buried in our marrow when hearing The intelligence words? I was convinced, around 80-90% will think that these words associated with activity of spy on. The response like this that I often was received every time to beginning discussions with the executives marketing. As you know, intelligence words could not be indeed separated from the bodies of world intelligence were famous like CIA. From outside, this work was often published as acknowledged as the spy.
Indeed must be acknowledged also, that the concept market intelligence in the world of the business often adopted from the military circle and the government body. The concept of intelligence in the military that was developed by the Sun Tzu for example, was acknowledged as one of the foundations from the activity of intelligence in the world of the business. It is not surprising, the Sun Tzu afterwards often was mentioned as the Father of Intelligence.
Market intelligence in the world of the business, not the work spy on. Market Intelligence was one of the components in marketing information system. And that must be underlined was that Market Intelligence in the business was the ethical work, might not steal the data from the other company or methods that were not illegal in getting the data. In the industry countries like America, the legal equipment relative quite adequate although the ethics limitation was still continuing to become rumours that were difficult to be made by the limit of clearly.
based on one study in America, from the company that was registered in Fortune 500, only around 10% that really had the commitment carried out the activity market intelligence. Approximately 80% stated that their company carried out this activity, but the characteristics only were limited by the project and the case by case. How in Indonesia? I was convinced, perhaps the number of companies that really developed market intelligence as a special department could be counted with the finger.
In the era of free competition like this time, information was really as the competitive weapon that was very important for the company. In many opportunities, I often encouraged so that many companies in Indonesia straighten out market information they system . It was really true that Information Is a Power.
For the small company scale and in a middle manner, information that was received from the secondary data and the internal report like the sale data and the customer data for the time being could become the important reference as the source of information. For the company with the increasingly big scale, information that was received should market research could not be avoided. They must spend several fees to get information like the behaviour of the consumer.
For the company with the big scale, especially that entered the very competitive industry, necessarily has begun think about to build the department or most did not allocate their resources for the need market intelligence. The structure and the position of this department must enable to have access to the decision-maker but also enabled them to sharing concerning information that was received by them. Two departments that most often were related to the department market intelligence was Marketing and R & D.
What made the company in Indonesia not yet think about serious about this? based on my observation, the first obstacle was the ignorance to begin. This happened caused really did not have the concept against market intelligence. The second obstacle to being the attitude did not care because of felt did not need. The attitude like this usually often is seen in the company that the level of the competition was low or indeed did not have the wish to change and advance.
The third obstacle was the feeling frustration towards methods in making use of the data. They have had many datas but really was difficult to maintain the available data let alone making use of its. Therefore, they had a sceptical attitude about the allocation resources to develop the rank market intelligence
As general, same as the intelligence bodies in the military or the government, there were 4 main works from the department of market intelligence. The first work was the planning stage where they must determine information kinds what wanted to be received. The second stage was to gather the data and information. This activity could be carried out by means of observed or observation, read results of the publication or carried out the interview with various sides like suplier.
In the further stage, their hoped could carry out the analysist . For the analysis, the company could make the analyst qualitative especially when want to see the trend globally an industry or the quantitative analyst with the tools that was complicated, involved a set of computer. The last stage, the stage that most often to forgot carried out was sharing or the spreading of information to the other related department.
To the article part 2, I will try to explain the data and any kind of information that must be gathered by the department market intelligence but also various cases how the company got the profit by making use of information from market intelligence.
Indeed must be acknowledged also, that the concept market intelligence in the world of the business often adopted from the military circle and the government body. The concept of intelligence in the military that was developed by the Sun Tzu for example, was acknowledged as one of the foundations from the activity of intelligence in the world of the business. It is not surprising, the Sun Tzu afterwards often was mentioned as the Father of Intelligence.
Market intelligence in the world of the business, not the work spy on. Market Intelligence was one of the components in marketing information system. And that must be underlined was that Market Intelligence in the business was the ethical work, might not steal the data from the other company or methods that were not illegal in getting the data. In the industry countries like America, the legal equipment relative quite adequate although the ethics limitation was still continuing to become rumours that were difficult to be made by the limit of clearly.
based on one study in America, from the company that was registered in Fortune 500, only around 10% that really had the commitment carried out the activity market intelligence. Approximately 80% stated that their company carried out this activity, but the characteristics only were limited by the project and the case by case. How in Indonesia? I was convinced, perhaps the number of companies that really developed market intelligence as a special department could be counted with the finger.
In the era of free competition like this time, information was really as the competitive weapon that was very important for the company. In many opportunities, I often encouraged so that many companies in Indonesia straighten out market information they system . It was really true that Information Is a Power.
For the small company scale and in a middle manner, information that was received from the secondary data and the internal report like the sale data and the customer data for the time being could become the important reference as the source of information. For the company with the increasingly big scale, information that was received should market research could not be avoided. They must spend several fees to get information like the behaviour of the consumer.
For the company with the big scale, especially that entered the very competitive industry, necessarily has begun think about to build the department or most did not allocate their resources for the need market intelligence. The structure and the position of this department must enable to have access to the decision-maker but also enabled them to sharing concerning information that was received by them. Two departments that most often were related to the department market intelligence was Marketing and R & D.
What made the company in Indonesia not yet think about serious about this? based on my observation, the first obstacle was the ignorance to begin. This happened caused really did not have the concept against market intelligence. The second obstacle to being the attitude did not care because of felt did not need. The attitude like this usually often is seen in the company that the level of the competition was low or indeed did not have the wish to change and advance.
The third obstacle was the feeling frustration towards methods in making use of the data. They have had many datas but really was difficult to maintain the available data let alone making use of its. Therefore, they had a sceptical attitude about the allocation resources to develop the rank market intelligence
As general, same as the intelligence bodies in the military or the government, there were 4 main works from the department of market intelligence. The first work was the planning stage where they must determine information kinds what wanted to be received. The second stage was to gather the data and information. This activity could be carried out by means of observed or observation, read results of the publication or carried out the interview with various sides like suplier.
In the further stage, their hoped could carry out the analysist . For the analysis, the company could make the analyst qualitative especially when want to see the trend globally an industry or the quantitative analyst with the tools that was complicated, involved a set of computer. The last stage, the stage that most often to forgot carried out was sharing or the spreading of information to the other related department.
To the article part 2, I will try to explain the data and any kind of information that must be gathered by the department market intelligence but also various cases how the company got the profit by making use of information from market intelligence.
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