Market intelligence report template for leadership teams

By Raluca Baciu · Published 6 October 2026

A good market intelligence report fits on one page and answers three questions for the people who decide: what changed this week, why it matters to us, and who should act. Below is the structure we use for weekly market and competitor reports, the rules that keep each section useful, and an illustrative example you can copy.

The one-page structure

Section	What goes in it	Rule
This week in one line	The single most important change	If you can only read one line, this is it
Competitor moves	Launches, prices, plants, hires, acquisitions of named competitors	Named company, date, source link
Market and demand	Signals from your export markets: orders, investment plans, customer announcements	Fact first, then a labelled interpretation
Rules and regulation	New texts, dates and consultations that affect your products	Include the date it applies
Tenders	Open public tenders that fit your products, with deadlines	Deadline and buyer, always
Events	Trade fairs and conferences worth attending or speaking at	Verified on the organiser's site
What it means for us	Three short lines on decisions this week's news should inform	Name who should act
Follow-up	What happened to last week's items	Close the loop

Five rules that keep the report useful

One page. If it does not fit, it is not prioritised yet.
Every fact has a source link. No link, no line.
Separate facts from interpretation, and label the interpretation.
Write for decisions, not for completeness. Leave out what nobody will act on.
Same day, same format, every week. Consistency is what turns a report into a habit.

An illustrative example

Illustrative only. The company names are placeholders; the regulatory dates are real and sourced in our regulatory horizon scanning guide.

This week in one line: Competitor A opened a service hub in Poland, closer to two of our largest customers.

Competitor moves: Competitor A announced a service hub near Wroclaw (press release, link). Competitor B appointed a new head of sales for North America (company announcement, link).

Market and demand: A large customer in our sector announced a new plant in Spain (press release, link). AI reading: likely tender activity for equipment in the next 6 to 12 months.

Rules and regulation: The EU Machinery Regulation applies from 20 January 2027 (EU-OSHA, link). Our technical documentation team should confirm the plan for affected product lines.

Tenders: One open public tender in Austria for equipment in our range, deadline in three weeks (TED, link).

Events: A sector trade fair in Germany has opened its call for speakers (organiser's site, link).

What it means for us: Sales to review service coverage in Poland. Product management to confirm Machinery Regulation readiness. Sales Austria to decide on the tender by Friday.

Follow-up: Last week's price change by Competitor B was confirmed by two distributors.

Template or done for you?

The template works if someone on your team has a few hours every week to find, check and write. If nobody does, Market & Competitive Intelligence from Vias Digital delivers this page to your leadership team every week, set to your markets and the competitors you name. You can see a full sector edition first, free.

FAQ

What should a market intelligence report include?

The changes that matter for decisions: competitor moves, market and demand signals, new regulation, open tenders and relevant events, each with a source, plus a short section on what it means for your company and who should act.

How long should a market intelligence report be?

For a leadership team, one page a week. Longer analysis belongs in separate deep dives when a decision needs it.

What is the difference between a market intelligence report and a competitor analysis?

A competitor analysis is a one-off snapshot of named competitors. A market intelligence report is a regular update on competitors and the markets, rules and tenders around them.