Competitive Intelligence

Course

In London

£ 995 + VAT

Description

  • Type

    Course

  • Location

    London

  • Duration

    2 Days

Extract maximum value and ROI from competitor intelligence (CI) information and gain competitive advantage for the organisation Understand simple but powerful competitor intelligence (CI) tools and how to apply them to gain competitive advantage. Suitable for: Managers who need to develop strategic and tactical plans to improve the competitive position of their organisation, including Marketing & Sales Managers; Business Development Managers; Market Research Managers; R&D Managers; Research Analysts; and Product Managers.

Facilities

Location

Start date

London
See map
Sullivan House, 4 Grosvenor Gardens, SW1W 0DH

Start date

On request

About this course

None

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Course programme

Competitive Intelligence
A two day workshop that will review the key tools for those involved in, or with an active interest in, competitive intelligence, to ensure that they are able to distinguish between truly valuable competitive data and general market noise, analyse that data and act on it to gain competitive advantage for their organisation. This workshop will focus exclusively on the key issues involved the Competitive Intelligence process, how it is conducted, and how it can be applied. As well as outlining and providing the theoretical basis for competitive analysis and research it will include simple but powerful practical tools and techniques that delegates can apply immediately for themselves.

Course Objectives

  • Extract maximum value and ROI from competitor intelligence (CI) information and gain competitive advantage for the organisation
  • Understand simple but powerful competitor intelligence (CI) tools and how to apply them to gain competitive advantage.


Who Will the Course Benefit?

Managers who need to develop strategic and tactical plans to improve the competitive position of their organisation, including Marketing & Sales Managers; Business Development Managers; Market Research Managers; R&D Managers; Research Analysts; and Product Managers.

Course Duration
2 Days

Course Content
Day One
Part I: Introduction to Competitive Intelligence
- What is competitive intelligence and how does it relate to competitive analysis?
- The importance of competitive intelligence â€" how competitors help to shape your environment
and influence your strategy and when they should and should not impact your business
- Competitive impact points
- A process for structuring CI and thinking about your competitors
Part II: Gathering CI Data
- Defining the competitive set â€" who are your competitors and who might they be going
forward?
- Understanding how to gather information and organise key market drivers that influence both
you and your competitors†strategies and how to understand that influence
- Ethical competitive data gathering tools and techniques
- Sources for data and how to access those sources
- How to use the web to find competitive data
- How to use and apply public domain sources to find key information on your competitors
- Who and how to get information on competitors from third parties
- Sorting the data and eliminating the valuable from the valueless
- Using research in gathering CI â€" how to apply the traditional tools
- Assessing the value of the data before analysis â€" key rules
Part III: Analysing the Data â€" Part 1
- The key tools for analysing competitive data including descriptive and predictive tools
including a selection from:
- Porter†s 5 forces
-Â PESTEL
-Â Competitor Ansoff and Boston Matrix
-Â Perceptual Maps
-Â Benchmarking
-Â Competitor Aptitude Analysis Framework
Day Two
Part III: Analysing The Data â€" Part 2
- The key tools for analysing competitive data including descriptive and predictive tools
including a selection from:
-Â Success Analysis
-Â Opportunity Gap Analysis
-Â Scenarios
-Â War Games
-Â The Competitor SWOT and the Operationalised competitor SWOT
Part IV: Applying the Data to Develop Strategy and Actioning it
- Using the competitive SWOT to understand what your competitor strategy might be
- Using your analysis of their likely strategy and their SWOT to decide what your key competitor
strategic objectives might be
- Distilling the actions from the objectives
- Understanding how to position away from your competitors
- Communicating the information on competitors â€" a symbiotic relationship

Competitive Intelligence

£ 995 + VAT