THE ROLE OF MARKET INTELLIGENCE IN ENHANCING STRATEGIC MANAGEMENT IN THE BANKING SECTOR OF PAKISTAN – A LITERATURE SURVEY

Abstract

Market Intelligence refers to the collection and analysis of information for strategic management within the banking sector in Pakistan. These key functions allow institutions to make informed decisions, adapt to the dynamic nature of a market, and thus maintain a competitive edge over their rivals. The present study is aimed at evaluating: how MI contributes to strategic planning, risk management, customer segmentation, and regulatory compliance in the banking sector in Pakistan. The faster the sector accelerates in its digital transformation, evolving customer expectations, and regulatory frameworks, the more critical has been the demand for gathering MI and its analysis and interpretation. Specifically, the research looks at the banks in Pakistan using market intelligence tools such as big data analytics, artificial intelligence, and competitive benchmarking support for identifying emerging trends, refining product offerings, and improving the customer relationship management. The study also emphasizes the importance of MI in risk mitigation, fraud detection, and ensuring compliance. Hence, using a combination of qualitative and quantitative methodologies, the research will provide empirical backing to the claim that market intelligence is a contributor to strategic agility, operational efficiency, and sustainable growth within the banking sector. Banks with MI in their strategic management processes may be empowered in decisions-making, operations, and market responsiveness. Furthermore, MI enhances innovation in financial institutions by forecasting customer needs and creating bespoke banking solutions for them. According to the study, for banks in Pakistan to survive in an increasingly competitive and technology-driven financial arena, MI must be adopted effectively. This paper recommends strategies to help banks utilize MI to build long-standing success and strategic excellence.