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.

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.

This interactive Training will be highly interactive, with opportunities to advance your opinions and ideas and will include;

Lectures
Workshop & Work Presentation
Case Studies and Practical Exercise
Videos and General Discussions

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

BTS attendance certificate will be issued to all attendees completing minimum of 75% of the total course duration.