Market Intelligence
The type of information
The type of information
The type of information
Knowledge of the market is an essential element to conquer, enlarge or retain its client portfolio, the company must seek information. First, it must identify the information it needs and, second, implement the appropriate techniques to obtain it.
Four types of information will be necessary for marketers to have a good understanding of the market on which they wish to exert an influence, which can be schematized as above:
Sources of information
The type of information
The type of information
To obtain information on its market, FERPA GRUP will use two types of sources: internal and external sources.
FERPA GRUP's internal sources
Such as :
- customer suggestions.
- claims.
- representatives' reports.
- statistics concerning sales and which allow detailed analysis: global turnover, by product, by country, region, seller ...
- the customer file which indicates the number and profile of customers: new, lost, loyal.
FERPA GRUP's external sources
Such as :
- Public and Semi-Public administrations and organizations: National Statistic Datas, Embassies, Ministries, Foreign Trade Centre, Chamber of Commerce ...
- professional organizations: unions, union chambers ...
- the specialized press.
- private organizations: professional directories such as KOMPASS.
This information, itself inexpensive and immediately available, however, has the drawback of not always being up-to-date and of not exactly meeting marketers' expectations. Our market studies consist of collecting, processing and analysing information on the real and potential supply and demand of a product in order to best help our customers in their decision-making.