1. Marketing Intelligence on Walt Disney

Market intelligence (MI) is the process of gathering information about the behavioral patterns of the market including present and future potential. (Cornish S.L 1997) It examines the circumference, modes and means that can be used to maintain, broaden the market or activate the silent market.

1. Methods used in MI

Qualitative methods

Walt Disney could have used the discussion groups; mainly online participatory groups and commentaries on the media to understand their consumer needs. They changed the aspirations of the consumer by bringing the market into their homes. Obviously sales must increase as it is like a door-to-door hawking but this time round without disturbance. In this category they could have also used the focus groups and listen to what they expect should be done to make sales easier. Habit of the consumer concerning online sales is known to be progressive; Walt Disney could be pioneers of online DVD but not of online sales. It was something which already had a trend.

Quantitative methods

The company could have been informed by companies that gather information and sell them to consultant companies. Though expensive it can be used to analyze the movements in the concerning preference and behavior of the consumer. Sales on iTunes could have one major advantage of reducing costs; the cost of commuting to the mall, reducing one agent and the relative cost of a storage device. There is also the issue of availability; people who had no intention of purchasing the DVD may end up purchasing it because it is easily available, sort of impulse buying. “1.3 million Copies in just three months!” could also be because people have the urge towards a new experience; to try new things.

1. C) Types of intelligence used

Competitive intelligence

The company must have realized the gap that when they utilize will keep them ahead of the competitors even if in the short run, when the competitors respond with similar sales packages Walt Disney will still own the idea like a brand while also having the initial sales benefits.

Competitor Intelligence

Competitor intelligence involves using the competitors’ current activities and prospects to launch counter designs that will stir the market to your advantage. The competitors will have little option but to follow suit.

1. Market analysis and market data execution

This involves interpreting the information and using it appropriately to reachable opportunity. If Walt Disney would not have been timely to come up with the design another picture distributor would have seized the opportunity. Execution is about making timely decisions. Here the company analyzes which channels of distribution would increase sales; in this case the images can be easily manipulated, transacted and transferred in soft copy. Therefore the channel suits the product. http://www.markintell.com/introduction-intelligence/

1. d) Conclusion

The marketing intelligence used by Walt Disney is similar to the ones in the lectures in their competitive nature. Also the analysis of the market to realize the change in the environment; there was a new landscape being created by technology which had to be seized as it was predictable another distributor could apply the same. On the issue of retail outlets; the company’s main goal is to increase the sale of copies it does not matter the outlet.

References

1. Cornish, S. L. “Product Innovation and the Spatial Dynamics of Market Intelligence: Does Proximity to Markets Matter?” Economic Geography. Volume: 73, Issue 2 (April 1997), pp: 143-165.
2. Joost Drieman “market intelligence best practices, the weather forecast”(2010) http://www.markintell.com/index/market-intelligence-best-practices-by-joost-drieman-the-weat.html
3. http://www.wineaustralia.com/australia/Default.aspx?tabid=1034
4. http://www.markintell.com/introduction-intelligence/