Managing market intelligence: an Asian marketing research perspective

Abstract

In recent years, world growth has slowed and markets have matured or become more protective. It appears that the only way for many companies to grow is at the expense of their competitors. Many large companies in Asia are turning to market intelligence for input into their strategic management system and decision making. The marketing intelligence cycle typically consists of directing, collecting, compiling, cataloguing, analysing and communicating data. The processing stage of intelligence gathering is the critical stage where the raw material is recorded and analyzed. In this article we use the SWOT framework for the analysis of a manufacturing industry – the lawn mower. This case illustrates how market intelligence could be used as an important and effective instrument for management planning, implementation and control.

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