Page 73 - ABIHPEC ANUARIO 2018

2018 YEARBOOK BUSINESS INTELLIGENCE 73

BUSINESS INTELLIGENCE

ACCORDING TO PHILIP KOTLER, CONSIDERED A LEADER IN MARKETING, “THE FAST PACE OF THE
INFORMATION AGE MAKES IT IMPERATIVE THAT EACH COMPANY SET ASIDE SIGNIFICANT TIME
TO EXAMINE AND ASK WHAT ADAPTATIONS IT MUST MAKE NOW TO SURVIVE AND THRIVE.”

Through an international database, partnerships to achieve its objectives and continue to defend
with research institutes, and direct contact with the interests of the sector.
associated companies, the Market Intelligence
department seeks, analyzes and tracks strategic MARKET DATA PANEL
statistical and macroeconomic data related to the
CT&F market. This provides consolidated infor- Among the many activities of the area in 2017, we
mation to help associates identify market oppor- highlight the new Market Data Panel, a unique
tunities and create action plans in an increasingly research system to measure the Brazilian CT&F
competitive and demanding global marketplace. market, in which ABIHPEC member compa-
nies make available their product data by vol-
The department also performs the cross-check- ume (metric tons and units ) and values (reais).
ing of this information and analyses using multi-
ple criteria for data capture that guarantees the The system, which had its development au-
prospection of the CT&F market. The result of dited and certified by KPMG, confirming that it
this intense activity is the necessary basis for as- presents no security or invasion risks, will start
sociated companies to be equipped with precious operating in 2018.
information to feed their strategic planning.
The information and reports generated by
INTERNAL INFORMATION FLOW the online tool are made available to participat-
ing companies. They allow us to measure the re-
The department generates information and in- al evolution of the market, as these data are real
sights, working in synergy with the internal ar- and not estimated, guaranteeing greater asser-
eas of ABIHPEC, being a leader in information tiveness in the analyses.

Elaine Gerchon, Market Intelligence Manag-
er at ABIHPEC, adds, “It is a benefit for companies