Competitive Analysis & Market Strategy
Overview
Understanding competitors and markets is the basis of any winning strategy. This course provides practical tools to analyse markets, profile competitors, identify sources of competitive advantage and design market strategies for growth, positioning and defence.
Who should attend
Strategy, marketing and business development professionals, product managers, and senior managers.
Training methodology
Interactive presentations, practical exercises, case studies, group discussions, role-plays where relevant, and a personal action plan that participants apply in their own work.
Objectives
By the end of this course, participants will be able to:
- Analyse market size, trends and segments
- Gather and organise competitive intelligence ethically
- Profile competitors and anticipate their moves
- Identify sources of competitive advantage
- Develop market entry, growth and positioning strategies
Course outline
Day 1Market Analysis
- Market definition and sizing
- Trends and growth drivers
- Segmentation
- Customer insight
- Market analysis exercise
Day 2Competitive Intelligence
- Sources of information
- Ethical and legal limits
- Organising intelligence
- Digital tools
- Research exercise
Day 3Competitor Analysis
- Competitor profiling
- Strategic groups
- Benchmarking
- Predicting competitor responses
- War-game
Day 4Competitive Advantage
- Cost and differentiation
- Resources and capabilities
- Value proposition
- Sustaining advantage
- Case study
Day 5Market Strategy
- Growth options
- Market entry modes
- Positioning
- Defensive strategies
- Strategy presentation
