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Agustus 2024 Online Training Sales, Marketing & Communication September 2024

Online Training – Competitor Analysis and Marketing Intelligence

OBJECTIVE

To enable participants to determine who their real competitors are, to demonstrate how to identify and assess their current and potential marketplace strategies, as well as changes in their value chains, assets, capabilities, and infrastructure, and as a consequence, to contribute to better and faster strategy development and execution.

A key element of this seminar is learning how to identify and monitor critical competitor indicators and how to draw inferences from them about competitors’ current and potential strategies, intentions, assumptions, decisions and actions. A related element addresses how to transform competitor analysis into insights about customers, channels, suppliers, and marketplace dynamics.

This seminar is designed to help managers understand how to use market knowledge in making more effective and profitable decisions.

OUTLINE MATERI Training Online – Competitor Analysis and Marketing Intelligence

1. Understanding Competitor Analysis and Intelligence

• What it is (and is not)
• Differences between Data, Information and Intelligence
• Purposes of Analysis
• Pitfalls in Analysis and How To Avoid Them

2. Analyzing Competitors: Segments of Analysis

• Marketplace Strategy
• Activity/Value Chain
• Alliances and Networks
• Assumptions
• Capabilities and Competencies
• Technology
• Organizational Infrastructure and Culture
• Pulling it All Together: Projecting Competitors’ Future Strategies and their Implications

3. Integrating Analysis Into Decision Making

• Identifying Implications of Analysis
• Linking to Strategy Change
• Linking to Current and Future Decisions
• Developing Organizational Procedures to Connect Managers and CA Professionals
• Processes for Gathering Data
• Creating and Maintaining Data Sources

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Topik Training	: Online Training – Competitor Analysis and Marketing Intelligence
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