MARKET INTELLIGENCE, DATA ANALYSIS, AND COMPETITIVE ADVANTAGE IN THE CONSUMER GOODS SECTOR

Abstract

The growing complexity of contemporary markets has required organizations to develop increasingly sophisticated mechanisms to support strategic decision-making processes. In the fast-moving consumer goods sector, characterized by intense competition, rapid product turnover, and constant changes in consumer preferences, the use of structured market intelligence systems has become essential for guiding commercial strategies. Market intelligence involves the systematic collection, analysis, and interpretation of information related to the competitive environment, including consumer behavior, product performance, and competitor strategies. This article analyzes the role of market intelligence and data analytics in the formulation of business strategies in the consumer goods sector. The research adopts a qualitative approach based on literature review related to business strategy, data analytics, and competitive intelligence. The findings indicate that organizations that adopt structured market intelligence systems demonstrate greater ability to identify strategic opportunities, anticipate changes in consumer behavior, and develop sustainable competitive advantages. The study contributes to expanding the understanding of market intelligence as a strategic component of competitive advantage in dynamic market environments.