Market knowledge is very essential to business success. Today market dynamics are
moving faster than ever. Consumer behavior has never been more complicated to
track. Due to globalization factor, information about a product is trending now across
the planet. The world is getting smaller and more complicated to navigate. For business success, the key players just like in a football court, needs information to ensure each of them reads from the same page. These players may constitute; sales & marketing team, research team, product development team, and strategic business analysts. Management ought to understand the commercial opportunities and threats facing or that business will face in future. They need to identify the white space, opportunities etc. To attain this, management will need robust performance and forecast data to support its business case or inve