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INTRODUCTION
Market Intelligence (MI), can be defined as
“the process of acquiring and analyzing
information in order to understand the market (both existing and potential
customers); to determine the current and future needs
and preferences, attitudes and behavior of the market; and to assess changes in
the business environment that may affect the size and nature of the market in the
future.” In other words market intelligence is the information, gathered and analyzed
specifically for the purpose of accurate and confident decision making for determining
market opportunity, market penetration strategy, and market development metrics.
NEED
There is an urgent need for making available market intelligence services to boost
the trade and increase the participation of all importing and exporting organizations
or firms in
India
and also other countries which require support about latest developments in trade.
Thus these services are likely to bring more awareness among exporters and importers
all over. Market intelligence plays a vital role in marketing of agricultural produce.
If the information on commodity prices prevailing in various markets is made available,
the farmers would be able to get better price for their produce by moving their
produce to the market which pays higher price.
OBJECTIVES
-
To
provide market and customer orientation
-
Identification
of new opportunities
-
To
identify new trends in markets and competitors
-
Early
warning of competitor moves to enable counter measures
-
Minimizing
investment risks, to detect threats and early market trends
-
To
provide better customer interaction and to give intensified customer market view
-
Information
for better market selection & positioning and to
understand and discover untapped or under-served potential
-
To
give quicker, more efficient and cost-effective information in order to avoid duplication
of report acquisitions and expensive consultant work
It has been observed that
despite
India
being second largest producer of fruits and vegetables in the world, its share in
world exports is very low.
India
is also lacking in appropriate technology and infrastructure which are very essential
for further enhancement in exports. Also exporters have to be made aware about quality
standards, tariff duties, non-tariff protocols, global export opportunities and
trends for strategic and timely entry into global markets.
In view of above, Govt. of
India Ministry of Agriculture (Trade Division) sanctioned a project to NAFED entitled
“Market Intelligence study of some selected crops having export potential”
with a view to have in depth position of export opportunities. The crops selected
for the study were
mango, grapes, pomegranate,
litchi, pineapple, banana and
aonla ( Emblica officinalis)
among fruits; tomato, green chillies, okra
and onion among vegetables;
ginger and turmeric among spices;
and sesame,
soyameal and cotton among commercial
crops and products. The main aim of this
study was to establish a National Database for various horticultural crops, which
have export potential for export to Gulf
Cooperation Council (GCC), European Union (EU), Association of South East Asian
Nations (ASEAN),
Australia
,
South Korea
,
China
,
Japan
, etc.
In addition
to this, the report provides compilation on quality standards, permissible residue limits
for various pesticides and fungicides in crops being studied, information on packing
requirements, present export trends, competing countries, opportunities existing
for exports, present strengths, availability of infrastructure etc. This information
will help in promoting export in the countries / markets of GCC, EU,
ASEAN,
Australia
, etc.
For benefit of users to access
information on every aspect of the Market Intelligence of various crops whether
it is crop specific or country specific, an URL
www.marketagri.com has been created. The
website so created is dynamic, so that updation with respect to various crops and
countries can be done on regular basis. Further, efforts have been made to make
website user friendly with a view to provide users all information i.e. crop or
country specific at one place. Besides, appropriate linkages have been provided
to facilitate the user to access additional information from Ministry of Commerce
and Industry, Govt. of India, Ministry of Agriculture (Department of Agriculture
and Cooperation), Govt. of India, Agricultural & Processed Food Products Export
Development Authority (APEDA), National
Agricultural Cooperative Marketing Federation of India Ltd
(NAFED), Agricultural
Marketing Information Network (AGMARK),
Maharashtra
State Agricultural Marketing Board (MSAMB), etc.
The full report
of “Market intelligence study of some selected crops having export potential” in
four volumes can be seen in the link below.
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