Un cours intensif de formation professionnelle sur
Market Analysis, Competitive Intelligence
& Benchmarking
Overcoming Global Competition
We currently have no scheduled sessions for this course. If you are interested in running this course, please contact our Training Department at [email protected]
Pourquoi choisir cette formation ?
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.
Ce cours comprendra
- 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
Quels sont les objectifs ?
A la fin de la formation, les participants seront capables de :
- 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
Comment cela sera-t-il présenté ?
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.
Le contenu du cours
Premier jour
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
Deuxième jour
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
Troisième jour
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
Quatrième jour
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
Cinquième jour
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
Le certificat
- Certificat d'achèvement AZTech pour les délégués qui assistent au cours et le terminent.
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