Be Intelligent About Market Intelligence

A Disciplined Approach to Marketing

Fact-based market intelligence can provide a more disciplined approach to doing marketing work. This approach more effectively incorporates solid decision-making and the use of tools designed specifically for marketers to process information. These tools include

Opportunity Analyzer

Enables quality decisions as to what markets to pursue

Delivers a qualitative basis for decisions on what marketing/product concepts to pursue into development

Quantitatively translates concepts into segment-based value propositions and, ultimately, into a business case that determines to resource development into a commercial offering

Concept definition and description

Translates growth ideas into concepts which can be effectively tested in the market

Industry structure and value-adding chain analysis

Generates a strategic understanding of the industry the business participates and options for participation including understanding of the forces acting on the industry and market trends that can impact performance

A family of other useful tools that accelerate decisions and define actions

A few key mechanisms for renewed growth are

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