This course will feature:

• Effective gathering and interpretation of complex data
• Application of the tools and techniques of analyzing market data
• Identification and evaluation of competitors
• Carrying out benchmarking and its role in decision-making
• Application of the main techniques in case studies

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 course is designed for:

• Managers and decision-makers involved or working directly or indirectly with Market Intelligence or Strategic Planning;
• Professionals in the Marketing area involved with market research;
• Product Managers, Planning Managers and Business Development Managers;
• Professionals involved with business monitoring.

Day One

Market Analysis 1: Business-to-Business (B2B) products and services

• Generating information – B2B databases
• 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 databases
• 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 the 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.