1. Building an effective MI organisation Critical success factors for building an effective MI organization 1Independent Intelligence, June 2010www.indintel.com

2. Building an effective MI organisation Integration of the parts Make sure that all parts are working towards the same goal Set focus in line with the needs of the organisation Aligned to needs and supported by top management Recruit the right set of people Get the right mix for the task Communication of quality information Understanding the internal customers Tools for disseminating Make information and analysis as widely accessible as possible Clear Responsibility Clarity what the MI function delivers 2Independent Intelligence, June 2010www.indintel.com

3. Type of MI 3Independent Intelligence, June 2010www.indintel.com

4. Integration of the parts Organisation Management Clear objectives Organisation Management Clear objectives All parts are working towards the same goal 4Independent Intelligence, June 2010www.indintel.com

5. Focus in line with the needs of the organisation MI function with a purpose and objectives that are accepted and supported by top management. Potential challenges Gut instinct Perceived value added Expectations Historical credibility Align to the perceived needs and the present organisation, centralised or de- centralised as well as company culture and perception of MI. Suppliers Competitors Customers Channels Consumers Context 5Independent Intelligence, June 2010www.indintel.com

6. Recruit the right set of people Strong analytical skills are essential But also: people with communication skills, senior people with industry experience, digital builders, engaging other staff, sales, service, etc. etc. unrelated non-analysed unorganised interpreted relevant systematised analysed related timely DATA INFORMATION INTELLIGENCE 6Independent Intelligence, June 2010www.indintel.com

7. Communication of quality intelligence Based on a set of for the industry adequate sources An ear to the ground and pick up changes in direction and make sure that the organisation understand the you understand. Adding value by providing relevant market intelligence to support strategic decisions Analysis, synthesis, reference, report, implications, etc. DECISION SUPPORT Analysis, synthesis, reference, report, implications, etc. DECISION SUPPORT Sources IN Intelligence OUT Systematic and Continuous Monitoring and Analysis of the Marketing Environment 7Independent Intelligence, June 2010www.indintel.com

8. Tools for disseminating info Make information and analysis as widely accessible as possible with the right infrastructure. Openness and a sharing culture... Balance being pro and re-active Provide continuous and ad-hoc info Broadly available data bank 8Independent Intelligence, June 2010www.indintel.com

9. 9 Market Intelligence Market understanding Market insight Identify opportunities Market Segmentation Optimise product portfolio Defining the marketing mix Target customer groups Positioning of proposition Market communication Market data Implementation Market Impact Create a product offering Resources Internal communication A Marketing Process linked to management and other key functions as: production, sales, procurement, supply chain, finance, etc. Clear Responsibility Clarity what the MI function delivers Independent Intelligence, June 2010www.indintel.com