Diagnosing the dimensions of marketing intelligence: A survey study of the opinions of a sample of workers at the Badush Cement Factory in Nineveh Governorate

Abstract

Our research aims to diagnose the dimensions of marketing intelligence represented by (product intelligence, competitor intelligence, market understanding, customer intelligence) in Badoush Cement Factory, within the framework of a research problem that reflects the intense competitive situation that the factory faces in light of the density of imported products competing in the Iraqi market, which has put the factory in a competitively threatened position due to a lack of marketing information with weak government support for the local product and allowing the entry of imported products from different countries, to highlight the field problem in determining a marketing strategy that opens the way for managing the data required to build a market share that meets the factory’s goals of survival and continuity in the local market and opening international horizons for marketing, by adopting marketing intelligence as a tool to solve this problem by presenting a research question represented in diagnosing the extent of availability of marketing intelligence dimensions in the studied factory? The null hypothesis emerged, which reflects the lack of marketing intelligence dimensions in Badoush Cement Factory. To test the research hypothesis, a questionnaire was adopted as the main tool to collect data from the research sample, which amounted to 184 individuals, and the statistical program SPSS V.24, leading to the presentation of a set of results and proposals, the most prominent of which was the availability of the marketing intelligence strategy in the researched factory through its dimensions, but at different levels, as the product intelligence dimension had the highest availability rate among the other dimensions, while the customer intelligence dimension had the lowest availability rate. This led the researchers to formulate proposals that reflected the necessity of paying attention to the marketing intelligence approach through its four dimensions, especially those related to customer intelligence, in order to build a competitive marketing share that enables the researched factory to achieve its goals in both the local and global market.