Greeting
How can relevant markets and customer groups be identified? How are current products used by customers? Which market developments and technological trends need to be considered? What are the resulting requirements for the following product generations?
More than ever, these are key questions in the product and portfolio management of manufacturing companies. An up-to-date and holistic understanding of all areas of the market is therefore of crucial importance for the success of strategic decisions.
For this reason, companies increasingly focus on ”Market Intelligence", i.e. the targeted collection, evaluation and interpretation of market data and information. Especially in times of increasing digitalization of products and processes, “Market Intelligence” creates promising potentials, but also challenges.
For this reason we, the Machine Tool Laboratory WZL of RWTH Aachen University and the Complexity Management Academy, in cooperation with an industry consortium, would like to identify successful and field-proven best practices for the implementation and use of "Market Intelligence".
Therefore, we invite you to participate in this benchmarking study "Market Intelligence" in order to critically examine your own approach to the implementation and use of "Market Intelligence", to receive further impulses and to inform yourself about successful approaches based on the study results.
We are looking forward to your participation!
Sincerely yours,
Prof. Dr. Günther Schuh
Member of the Executive Board of the Laboratory for Machine Tools and Production Engineering (WZL) of RWTH Aachen and Fraunhofer Institute for Production Technology IPT