Course details

Overview ?

Why Choose this Course?

This course has been specially designed to enable delegates to analyse increasingly complex market structures; to cope with higher levels of competition; and to set targets and performance measures that are appropriate for these major new challenges as the need to understand how markets, competitors and performance standards are changing is vital to the success of any organization

The course will focus in detail on state-of-the-art approach in gathering quantitative and qualitative information, with special reference to (a) reaching decisions on competitive positioning and (b) setting the content of action plans and projects that will result in improved performance and profitable growth for the organisation. After completing this course, delegates will be able to apply proven tools and techniques in analysing practical business cases in differing market sectors.

This course will feature:

Effective gathering and interpretation of complex data
Application of the tools and techniques of analysing market data
Identification and evaluation of competitors
Carrying out benchmarking and its role in decision-making
Application of the main techniques in case studies

What are the Goals?

By the end of the course, participants will be able to:

Generate and evaluate market and competitor data.
Improve and apply deep analytical and creative skills.
Balance quantitative and qualitative information in making decisions.
Derive actionable ideas from market-derived data.
Set realistic and attainable targets for competitive success.

Who is this Course for?

The course is based on an advanced level of content. Its focus is on the marketing dimension of the enterprise and the foundations on which robust commercial decisions are made.

This course is suitable to a wide range of professionals but will benefit especially:

Professionals in marketing and business planning
Finance professionals wishing to understand marketing
Customer relations professionals wishing to acquire new skills
Human resource professionals seeking knowledge of marketing
Professionals involved in product/service innovation

How will this be Presented?

This course will utilize a variety of proven adult learning techniques to ensure maximum understanding, comprehension and retention of the information presented. There will be formal exposition of the tools and techniques of data analysis. This will be amplified by case examples and case studies in which delegates can apply the tools and techniques presented. The Instructor will illustrate the critical aspects of the subject by examples of organisations and situations in which he has been personally involved.

The Course Content

Day One

Market Analysis 1: Business-to-Business (B2B) products and services

Generating information – B2B data bases
Generating information – direct approach to the market
Tools and techniques of analysis
Group work on a B2B market analysis problem
Achieving profitable growth in B2B markets

Day Two

Market Analysis 2: Business-to-Consumer (B2C) products and services

Generating information – B2C data bases
Generating information – direct approach to the market
Tools and techniques of analysis
Group work on a B2C market analysis problem
Achieving profitable growth in B2C markets

Day Three

Competitive Intelligence

The emergence of global competition
Identifying competitors – current and future
Generating and evaluating competitor information
Decision-making under imperfect, incomplete or asymmetrical information
Group work on a problem of competitor analysis

Day Four

Benchmarking: what, why and how

Definition of benchmarking and clarification of its purpose
Benchmarking and “The Balanced Scorecard”
How to select the criteria for a benchmarking exercise
How to use market and competitor data as the basis of benchmarking
Group exercise on benchmarking

Day Five

Fusion of market/competitor/benchmark data to support decisions

Effective management of the processes of market/competitor analysis
Use of market/competitor/benchmark data in supporting decisions
Use of market/competitor/benchmark data in achieving profitable growth
Decision exercise on use of market, competitor and benchmark data

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Day 4

Day 5

Training Methodology

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