Market Intelligence To Develop Product & Brand Strategies For Fast Changing Market Segment

Abstract

In the ever changing market the manufacturer has to keep themselves updated and should have access to real time changes in the market as these changes in market environment alters the market segments they serve and it affects the profitability of the firm. This real time information is very helpful for formation of product & brand strategy of the organization. These strategies are linked to the corporate strategies of the organization for achieving the long term organizational goals. The market intelligence provides real time information and contributes to these strategy formations. The Research Paper talks about why the market segments change so often and what causes these changes. Also these changes cause change in the product & brand strategy which can be controlled or supported by the market intelligence.

Keywords: Strategy, Product & Brand Strategy, Market Intelligence, Market Segmentation, Branding, Market research

JEL Classification: M01, M10