Market Intelligence

How are current products used by the customer and what are the requirements for the next product generations? Which competitive products or technological disruptions endager the company‘s activities? More than ever, these are important questions in the context of product and portfolio management of manufacturing companies. In order to make successful strategic decisions, it is therefore important to obtain an overall picture of all areas of the market. Due to the growing availability of data and new techniques of analysis, the market intelligence holds promising potential, but also challenges.

In cooperation with a consortium of 9 manufacturing companies, the Complexity Management Academy and the Labatory for machine tools and production engineering conducted an international benchmarking study on the topic of „Market Intelligence“.

The aim of the study was to identify factors for a successful implementation of market intelligence in the product and portfolio management.

The focus was on the collection of available and suitable data on the market and its targeted and correct transfer into relevant knowledge. Furthermore, the necessary methods and tools as well as organizational requirements for successfully anchoring market intelligence within the organization are exciting and at the same time challenging aspects, which are dealt in the study.