Market Analysis, Competitive Intelligence & Benchmarking
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:
What are the Goals?
By the end of the course, participants will be able to:
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:
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
Day Two
Market Analysis 2: Business-to-Consumer (B2C) products and services
Day Three
Competitive Intelligence
Day Four
Benchmarking: what, why and how
Day Five
Fusion of market/competitor/benchmark data to support decisions
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