Effect of Marketing Intelligence on Business Advantage: A Field Study on the Industrial Companies in Hayel Saeed Anam Group in Hodeidah

Abstract

This study aimed to investigate the effect of marketing intelligence with its dimensions - understanding the market; understanding the customer; product intelligence; understanding competitors- on the competitive advantage with its dimensions -cost; quality; flexibility; delivery; creativity- in the industrial companies of Hayel Saeed Anam & Co. Group in Hodeidah. It also aimed to identify the level of achieving competitive advantage, and the level of practicing marketing intelligence in the companies under study. To achieve the study objectives and test its hypotheses, the descriptive-analytical method was used, utilizing the questionnaire as a main tool for collecting data from (248) of the administrative leaders in the companies under study, who represent the study population. Due to the small size of the study population, the complete census method was adopted, and the SPSS was used for processing the data. The study findings revealed that there was a statistically significant effect of marketing intelligence on the competitive advantage in companies under study, and that the levels of achieving competitive advantage and practicing marketing intelligence in companies scored a very high degree. The study recommended that companies under study should continue to pay more attention to competitive advantage with all its dimensions as well as the practices of marketing intelligence, as the latter is one of the contemporary approaches to improve the competitiveness of companies and their competitive position in light of the growing indicators of competition between companies.