MARKETING
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, the workshop will
include simple but powerful practical tools and
techniques that participants can apply immediately for
themselves.
Workshop Objectives
Extract maximum value and ROI from competitive intelligence
(CI) information and gain competitive advantage for the
organisation
Understand simple but powerful competitive intelligence (CI)
tools and how to apply them to gain competitive advantage
Who will the workshop 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.
DAY 1
Part I: Introduction to Competitive Intelligence
What is competitive intelligence and how does it relate to competitive
analysis?
The importance of competitive intelligence – 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 – 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 – how to apply the traditional tools
Assessing the value of the data before analysis – key rules
Part III: Analysing the Data – Part 1
The key tools for analysing competitive data including descriptive and
predictive tools including a selection from:
- Porter’s 5 forces
- PESTEL
- Competitor Ansoff and Boston Matrix
- Perceptual Maps
- Benchmarking
- Competitor Aptitude Analysis Framework
DAY 2
Workshop Duration
2 days
Part III: Analysing the Data – Part 2
The key tools for analysing competitive data including descriptive and
predictive tools including a selection from:
- Success Analysis
- Opportunity Gap Analysis
- Scenarios
- War Games
- The Competitor SWOT and the Operationalised Competitor SWOT
Information (Dates, Locations & Fees)
Visit: www.frost.com/learning-growth2092
Related Courses
Marketing Strategy and Planning
New Product Introductions and Fast to Market Strategies
Business Communication Skills
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 – a symbiotic
relationship
Tel: +44 (0)20 7915 7878 | Email: frost.learning@frost.com | Website: www.learning.frost.com