Abstract:

The paper argues the case for international market intelligence systems and identifies the key factors that need to be taken into account in developing such a system. The industry is becaming increasingly competitive, more international and managers need to be aware of their business environment to ensure the long term success, of the company. Sophisticated computer systems are essential if market research departments are to provide a comprehensive market intelligence service to the whole company. The factors that need to be taken into account are data requirements, report generating facilities, analysis capabilities and personnel. The MIDAS system developed at IMS is an example of such a system, where a variety of IMS data for a number of countries has been assembled on a carman databank for clients to access using a 'friendly' user language.