MODULE 4

International Marketing Intelligence (IMI) is the external real time data collected by a
company about a specific market which it wishes to enter, to make decisions. It is the first set
of data which the company analyses before making any investment decision.
Characteristics/advantages

• Holistic view of the market – Understanding the market completely can lead a
company to success in no time. Market intelligence is gathering data in real time
from the market and further understanding the customers, trends, behaviours, etc, thus
enabling a company to stay competitive and meet market demands.
• Customer retention – No matter how old a customer is to a company, they are
always being monitored and attacked by the competition. Understanding when the
customer is dissatisfied and the reasons behind it can prevent loss of customers.
Market intelligence can help you analyse and give you insights into the areas of
improvements that are needed by the customers and thus help you retain them and
understand customer lifetime value.
• Improve sales process – Businesses having a variety of products and a large number
of customers often face an issue, i.e. which product to target to which groups? Market
intelligence helps you to determine market segmentation, thus allowing the company
to understand which product will succeed with which group of people.
• Boost process efficiency – Market intelligence helps businesses to boost overall
efficiency and productivity by identifying gaps, giving actionable insights to devise
crucial strategies and provides an organization with real time data and analytics.
• Gives a competitive advantage – First mover advantage or the launch of a product at
the perfect time is a well heard off statement in a lot of business conversation. These
are possible only by using market intelligence. Market intelligence helps you keep a
watch on the competition, the upcoming trends, and gives a complete picture of the
market, which allows a company to penetrate the market or capture the market share
by launching a product or a new feature at the right time thus giving them a
competitive advantage.
• To understand your position in the market – Collecting market intelligence
through surveys allows you to understand the market in-depth. It will give you
insights into what the competitors are doing, what is the market demand and who will
be your target audience and many more. Analyzing this information will enable a
company to evaluate its position in the market and make strategies accordingly.
• To evaluate your product – Conducting marketing intelligence surveys will give
you actionable insights on the product trends in the market, the demand for specific
features and product specification currently in demand. Such information helps you
to evaluate your product and make wise business decisions accordingly.
• To know your target audience – Gathering market intelligence will allow a
company to understand the needs of the audience and using surveys, businesses can
shortlist their target audience for specific products/services.
• To conduct competitor analysis – Market intelligence is a vast field. Conducting
surveys to gather intelligence about your competitors is vital in today’s business
environment. Using such information, businesses can modify their products as per
the need, understand competitors failures or successes, and devise strategies based on
the competitor’s position.
ITPO
India Trade Promotion Organisation (ITPO) is the premier trade promotion agency of India,
provides a broad spectrum of services to trade and industry and acts as a catalyst for growth of
India’s trade.
The main Corporate objectives of ITPO are:
• To promote external and domestic trade of India in cost effective manner by
organizing and participating in international trade fairs in India and abroad;
organizing buyer-seller meets and contact promotion programmes abroad;
conducting overseas market surveys, exchanging and contact promotion
programmes abroad; conducting overseas market surveys, exchanging and
coordinating visits of bus iness delegations, and undertake need based research to
facilitate trade in specific sectors/markets;
• To support and assist small and medium enterprises to access markets both in India
and abroad;
• To disseminate trade information and facilitate E-commerce/trade;
• To develop quality physical infrastructure, services and management so as to enable
holding of trade promotion events such as conventions and trade exhibitions of
international standard; and
• To enlist the involvement and support of the State Governments, other government
trade promotion agencies, trade and industry associations in trade promotion of
India’s external and domestic trade.
STC
State Trading Corporation of India Limited (STC) is a leading international trading company
of the Government of India, mainly for export and import operations. It is registered as an
autonomous company under the Companies Act, 1956 and operates under the administrative
control of the Ministry of Commerce. The corporation was set up primarily to do business
with Eastern European countries and to supplement the efforts of private trade and industry in
the development of exports from the country. It launched a price support campaign to ensure
remuneration prices to producers of crops such as raw jute, shellac, tobacco, rubber and
vanilla, and called on the government to do so.
The objectives of STC are:
1. Organizing and undertaking trade in socialist countries as well as other countries in
commodities entrusted to the company from time to time by the Government of India;
undertaking the purchase, sale and transport of such commodities in India or elsewhere in the
world.
2. Undertaking at the instance of the Union Government of India import or internal distribution
of any commodity in short supply with a view to stabilizing prices and rationalizing
distribution.
3. Implementing such special arrangements for imports, exports, international trade and or
distribution of particular commodities as the Union Government may specify in the public
interest.
4. Checking the declining trend in exports or to boost export by introducing new products in
new markets.
5. Assisting export-oriented organizations in their export and financial and organizational
activities.
ITC
The International Trade Centre (ITC) is a multilateral agency which has a joint mandate
with the World Trade Organization (WTO) and the United Nations (UN) through the United
Nations Conference on Trade and Development (UNCTAD). It’s main aim is to foster
inclusive and sustainable economic development.
ITC is the successor to the International Trade Information Centre, which the General
Agreement on Tariffs and Trade (GATT) established in 1964 to assist the exports
of developing countries.

ITC is fully dedicated to supporting micro, small and medium-sized enterprises (MSMEs)
improve their competitiveness, and use trade as a lever of growth and job creation.

ITC’s mission is to enhance inclusive and sustainable growth and development in developing
countries, especially least developed countries, and countries with economies in transition
through improving the international competitiveness of MSMEs. To achieve ITC’s mission
the goals are 1) Improved national business and trade environments for MSMEs; 2) Improved
performance of trade and investment support institutions to offer high-quality, sustainable
business services to MSMEs; 3) Improved international competitiveness of MSMEs.

EPC
Export Promotion Councils are government-initiated authorities that promote and support
export firms in developing their overseas trade and presence by providing technical and
industry insights. Additionally, EPCs also promote government schemes, act as a data store
and conduct overseas tours and studies. They also act as an intermediary between the
government and the export industry and are critical in formulating the foreign policies of the
country.
Role played by EPC:
• To provide information which is useful for exporters or its members in increasing
their exports, they are supposed to make the exporters aware of the Government
Schemes and other benefits.
• Export Promotional Council collects export and import data of its members, as well as
other data which is relevant to International Trade to build a statistical base to
compare industry growth.
• They organise Trade Delegations to explore opportunities of exporting products in
other countries.
• They offer advice to their members related to Technology, quality control, standards
and specifications etc.
• They organise Trade Fairs, Exhibitions, Seminars, meets between buyers and sellers
to promote business etc.
• They are also responsible for promoting communication between Export business
community and the Government.

CHAMBERS OF COMMERCE
Indian Chamber of Commerce is a non-governmental trade association and advocacy group
having its headquarter situated in Calcutta India. It is one of the oldest trade associations in
the country and it was founded in year 1925.
ICC's current president is Pradeep Surek a and Rajeev Singh is the current Director General.
ICC's main activities includes dispute resolution and policy advocacy.
Functions:

1. Performing the role of spokesman of the business community.

2. Collection and communication of information relevant to business and trade to members.
3. Making representations to government regarding any legislation which is detrimental to their
interests. For example, Chambers of Commerce have made representations to the government
regarding the Fringe Benefit Tax (FBT).
4. Making representation to the government regarding any proposed legislation. For example,
Chambers of Commerce have made representations regarding the proposed Competition
Commission.
5. Requesting the government for any new legislation to promote trade and commerce. For
example Chambers of Commerce have been representing to the government the need for an
exit policy (freedom to close down unviable businesses).
6. Requesting the government for changes in existing legislation. For example Chambers of
Commerce have been requesting the government to amend labour laws (making them more
flexible) so as to enable them to hire and fire workers according to the business requirements.
7. To serve as a forum for settlement of disputes among members by means of Arbitration.
8. Maintenance of information and statistical bureaus in order to provide necessary information
to its members.
9. Organizing industrial fairs and trade exhibitions to create awareness among buyers and
promote members businesses.
10. Organizing lectures, seminars and workshops for the benefit of its members. For example
Chambers of Commerce conduct meetings and workshops after the Union Budget is presented
to make members aware of the changes in tax provisions. Discussions with the Finance
Minister may also be organized to enable members clear their doubts, air their grievances and
make suggestions.
11. Providing support to members who are contesting elections for Legislative Assembly or
Parliament.
12. Providing library facility for knowledge enhancement of members.

CII

The Confederation of Indian Industry (CII) works to create and sustain an environment
conducive to the growth of industry in India, partnering industry and government alike
through advisory and consultative processes. CII is a non-government, not-for-profit, industry
led and industry managed organisation, playing a proactive role in India’s development
process.

Functions:

• To identify and strengthen industry’s role in the economic development of the country
• To act as a catalyst in bringing about the growth and development of Indian Industry
• To reinforce industry’s commitment to society
• To provide up-to-date information and data to industry and government
• To create awareness and support industry’s efforts on quality, environment, energy
management, and consumer protection.
• To identify and address the special needs of the small sector to make it more
competitive
• To promote cooperation with counterpart organisations
• To work towards the globalisation of Indian industry and integration into the world
economy

INTERNATIONAL MARKETING INFORMATION SYSTEM

IMIS is an integrated and comprehensive network of information relating to all areas of

international business having a direct or indirect bearing on marketing. The purpose of this
system is to provide relevant and accurate information at the right time and place for decision
making and implementation to all managers concerned.

IMIS helps managers to scan the relevant environment, identify opportunities and potential
threats and formulate international marketing strategies and also other strategies. IMIS is an
important subsystem of the broader management information system, the two aspects of it are:
Automated system & System Design

Characteristics:

• The system should be us er-oriented, comprehensive, flexible, integrated, efficient, cost

effective, reliable and controllable
• IMIS should be systematic and self-perpetuating
• IMIS should be continuously audited, evaluated and updated
• IMIS should be allowed to receive information from global marketing environment
and update the system
• The system should be time independent
• It should have characteristics like standardization, uniformity, flexibility and
integration
• It should collect and incorporate information from all countries and markets
• The system should allow certain degree of flexibility
• The system should integrate the data as it serves diversified markets

Subsystems

• Internal reporting subsystems: It incorporates the internal data and information on daily
basis regarding sale, consumer feedback, sales orders, shipment, inventory, levels etc.
 • Marketing Research: It is vital for various specific marketing activities. It involves
systematic gathering, recording and analyzing of data about problems relating to the
marketing of goods and services
• Marketing Intelligence Subsystem: This is an active and dynamic subsystem. It
incorporates data and information regarding daily happenings. It collects the data from
newspapers, magazines, internet, sales persons, suppliers, government agencies,
research organizations etc.

INTERNATIONAL MARKETING RESEARCH

The systematic gathering, recording and analyzing of data about problems relating to the
marketing of goods and services. It is the systematic design, collection, analysis and reporting
of data and findings relevant to a specific marketing situation facing the company.

1. Identifying and Defining the Problem

This is the first step in the marketing research process, where problems are clearly defined
and identified. For this purpose, researchers state marketing and business problems that need
to be addressed. For this, we require additional information to figure out the solution. For this
purpose, we need to understand the actual research question that we need to explore.
We also need to identify problems that we are seeking answers for in the research outcome.
Based on this analysis, we need to identify the information that is missing. In this step,
researchers generate preliminary questions to base the research around it. It is extremely
important to accurately and adequately define the problem.
2. Determining and developing an approach
In this step, objectives or theoretical framework is formulated. Analytical models are
constructed, and research questions are generated. The factors that can influence research
design are also identified. In this process, management and industry experts discuss
simulations and case studies. Secondary data is analyzed, and qualitative research takes
place.
In this process, the researcher states the general problem and identifies specific components
of the marketing research problem. For this step, communication in the form of a research
brief is necessary between marketing researchers and decision-makers. Marketing researchers
respond to this research brief with the research proposal. This proposal contains the vision of
the solution to the research problem.
3. Developing a Research Plan
Once you have developed an approach, research objectives, and set of problem-related
questions, researchers develop a research plan. In this plan, you need to map out your
requirements for thorough research. This includes customer opinion, data requirements,
information on competitors, and market trends.
Based on these factors, you can develop a research design. For these details, researchers will
have to conduct both primary and secondary research. Primary research is conducted by
communicating directly with customers. For secondary research, documents are available.
4. Conducting Research
It is the most important part of the marketing research process. Conducting research is
important since accurate and adequate information can be gathered only then. First of all,
existing research and data are reviewed to determine if it is relevant to the problem. By
reviewing existing material, one can gain insights into the problem for which we are
conducting research. This secondary research is always important since it not only saves time
but also efforts of conducting interviews in person. After gathering data through secondary
research, researchers must conduct primary research to understand the market and what
consumers demand.
For this, different types of interviews, surveys, and polls are conducted. This is a street-smart
method to understand the actual condition of the market and consumer behavior. There
should be a proper way to obtain data from respondents. For this, we need to design a
sampling plan and questionnaire for the selection of respondents for the study.
For the research design, the following steps must be completed:
• Analysis of secondary data
• Qualitative research
• Deciding methods of quantitative data collection
• Defining the required information
• Measurement and scaling procedures
• Designing questionnaire
• Sample size and sampling process
• Plan of data analysis
5. Data Collection
Once the plan for research has been created, it is important to gather data through surveys,
interviews, and other methods. At this stage, the researcher needs to decide the method of
collecting the information. The method must be selected in a way to avoid biased opinions of
the respondent. Professionals can conduct telephonic interviews, send emails and surveys to
collect the data. These professionals must be trained and evaluated beforehand to minimize
data collection errors.
6. Preparation and data analysis
Once the data is obtained, it should be transformed into useful information from just being
primary and secondary data. This involves data editing, coding, transcription, and
verification. Every questionnaire is inspected, edited, and even corrected. To represent every
response in the questionnaire, either number or letter codes are assigned.
Verification ensures that data from actual questionnaires is accurately transcribed. The
collected information should be organized in a way to obtain some analysis.
Analytical techniques such as regression analysis, conjoint analysis, predictive modeling and
unstructured data analysis are used as analytical techniques.
7. Reporting The Analysis and Findings
Professionals involved in the business should interpret the data since they can identify the
relevant insights and accordingly make recommendations from the research finding. This
report consists of both analysis and data interpretation to address project objectives. The
findings are then presented to the top-level management so that they can understand the
problem and the way it is summarized.
The findings should be in a comprehensible format so that they are easily understandable by
the business. Along with that, oral presentations using statistics, graphs, figures and tables
should be given more clarity. On the basis of these report findings, the management makes
decisions after understanding the research and reasons behind choosing a new path.

INFORMATION REQUIREMENT FOR INTERNATIONAL MARKETING

Additionally, give an explanation of the trade promotion organisations