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INTELIGÊNCIA COMPETITIVA Marketing Intelligence BRAZIL “The Strategic Positioning”

INTELIGÊNCIA COMPETITIVA Marketing Intelligence BRAZIL “The Strategic Positioning”. Amanda Avedissian Workshop Inteligência Competitiva Outubro/2001. MI Brazil Organization. Adapted from SCIP Magazine, Avnet Case.

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INTELIGÊNCIA COMPETITIVA Marketing Intelligence BRAZIL “The Strategic Positioning”

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  1. INTELIGÊNCIA COMPETITIVA Marketing Intelligence BRAZIL “The Strategic Positioning” Amanda Avedissian Workshop Inteligência Competitiva Outubro/2001

  2. MI Brazil Organization

  3. Adapted from SCIP Magazine, Avnet Case..

  4. Coleta, Análise e Distribuição da Informação: MI Brazil - sempre antenado no mercado Compilar Analisar CONHECIMENTO DADOS INFORMAÇÃO COLETA Comunicação DECISÃO RESULTADOS Aplicar Ação INTELIGÊNCIA Quem decide Adapted from William Y. Wilson, NextStep and Timothy W. Powell, InfoStrat.

  5. "...É só quando esses fatos são de alguma forma agrupados ou processados que o significado começa a se tornar mais claro." William S. Davia e Allison McCormarck, The Information Age "...A informação que ingerimos molda nossa personalidade, contribui para as idéias para formularmos e dá cor à nossa visão de mundo." Richard Saul Wurman, Ansiedade de Informação

  6. Mecanismos de Marketing Intelligence

  7. Market Intelligence Foundation 2000 Top Achievements Brazil’s Top Account List Data Quality - Quality Spaces Mktg Activities Analysis 2001 Top Priorities Brazil’s Top Account List Total Quality - Quality Spaces Mktg Activities Analysis Go to Market: Propensity Models DataMining/Analytics - re-activation

  8. ANÁLISES COMPETITIVAS • Comparativos de Preço x Funções

  9. Route-to-Market • Quem são os competidores? • O que eles vendem? • Por quais canais eles vendem? • Para quem?

  10. Os "Competitive Offerings", que trabalham com as informações recebidas pelo Antena, a qual já está categorizada e classificada, a utiliza através de: - Reports Executivos - Clippings Semanais - MI Database - Apresentações em Staff Meetings - Reports Mensais - "Antena Alert"

  11. REASONS FOR CHOICE better prices guarantee of 3 years market standard short delivery term no failures international agreement faster return differentiated quality competitive price easier installation delivery term faster delivery equipment quality technology as ordered by Board competitive price better accessible price reliability price-costsxbenefits included in packages of other vendors good performance quality market standard good performance international agreement few failures better quality connectivity partnership good support tradition Printers market standard accessible price produt quality good delivery term keep the standard (because of the supply) first class guarantee of 3 years no failures differentiated quality easier installation fast delivery • Key Factors for Success • De quem os clientes compram? • Por que eles compram? • Quais as vantagens que os competidores posuem? • Customer Satisfaction

  12. Segmentação Regional

  13. Segmentação Por Indústria

  14. Segmentação por Produto

  15. Planejamento 2001 • Tendências de Mercado • Projeções para o Futuro

  16. Analytical Sessions - growth gaps (brand by sector)

  17. SALES GUIDES • Full Time Support aos Representantes de Clientes

  18. Obrigada!!! Amanda Avedissian email: amandaa@br.ibm.com tel. 011 3050-5375

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