Marketing Intelligence MAR 3641

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Marketing IntelligenceMAR 3641

• Instructor Stefanie Mayfield Garcia

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We are drowning in information but starved for
knowledge.
John Naisbitt, Chairman of the Naisbitt Group
How Can Companies Have the Right Intelligence,
But Not Share or Utilize it Effectively?
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How to Choose the Appropriate Analytical Technique

• What are the Types of Data Available?

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Using Statistics

• Company President says
• The average employee in Zoro Company already
  makes 24,090, so there is no need to give raises
  this year.

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Using Statistics

• Employment Interviewer for Zoro Company says
• The average employee in Zoro Company makes
  20,000. That is a decent salary.

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Using Statistics

• Union Leader says
• The average employee in the Zoro Company makes
  only 10,000. That is a disgracefully low wage.
• All three of these people are telling the truth!

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The Data

• President 100,000
• Senior Exec. 25,000
• Senior Exec. 25,000
• Senior Exec. 25,000
• Junior Exec. 20,000
• Junior Exec. 20,000
• Office Clerk 10,000
• Office Clerk 10,000
• Office Clerk 10,000
• Office Clerk 10,000
• Office Clerk 10,000
• Total Wages 265,000

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The Average

• Mean
• Median
• Mode

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SWOT Analysis

• A method of studying organizational resources and
  capabilities to assess the firms strengths and
  weaknesses and scanning its external environment
  to identify opportunities and threats
• Do we -- or our competitors -- have what it takes
  to maintain our lead or get into this line of
  business

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Processing Information into Intelligence

• SWOT Analysis
• Strengths

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Processing Information into Intelligence

• SWOT Analysis
• Weaknesses

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Processing Information into Intelligence

• SWOT Analysis
• Opportunities

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Processing Information into Intelligence

• SWOT Analysis
• Threats

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SWOT Analysis Ben Jerrys
Strengths Prestigious, well known brand name
among U.S. customers 40 share of U.S. super
premium ice cream market Strong position among
customers built on reputation for pure
ingredients and social responsibility
Opportunities Growing demand for quality ice
cream in overseas market Increasing U.S. demand
for frozen yogurt and other low-fat
desserts Success for many U.S. firms in extending
successful brand in one product category to others
Leverage
Constraint
Threats Consumer concern with fatty desserts
BJs customers are exactly the type who read new
government-ordered nutritional labels Competes
with much larger firm, whose Haagen-Dazs brand
also has 40 share of U.S. market BJs biggest
distributor is promoting competitive products
Weaknesses Snags in BJs new computerized
distribution system Need for experienced managers
to help growth Software problems in its new
highly automated packing plant
Vulnerability
Problems
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• BCG (Boston Consulting Group) Growth/Share
  Portfolio Matrix
• A strategic planning tool based on the philosophy
  that a products growth rate and market share are
  important in determining marketing strategy.

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Analytical Techniques Competitive and Customer

• Management Profiles
• A major trading partner has a new president --
  how will that affect our relationship?
• Functional capability and resource analysis
• What kinds of investments constitute a
  competitors long and short term assets

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Analytical Techniques Environmental

• Industry Scenarios
• What are three plausible scenarios for the next
  10 - 20 years and how would each affect us?
• Technology Assessment
• How will this new technology impact our business?
• Issue Analysis
• How will health care reform affect us?

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Analytical Techniques Evolutionary

• Reverse Engineering
• Can we make a competitors product better,
  faster, or cheaper?
• Benchmarking
• Decide which functions to benchmark (i.e., cost,
  financial performance, differentiation variables
  such as propriety technology, and control of
  distribution channels)

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• Select best-in-class companies (those you want
  to emulate)
• Measure performance in certain functions for the
  best-in-class companies
• Measure your own companys performance
• Take action based on the results

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Analytical Techniques Financial Statement
Analysis

• Asset Management
• Profitability
• Liquidity

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Presenting Your Analysis

• Role of the Report
• Oral presentation
• Use of visuals
• Other tips