Creating Advantage from Competitor Insight

Competitor insight is a critical component of strategic planning. It enables an organisation to take better informed decisions about its priorities and resource allocation. This course provides delegates with a methodology for evaluating the effectiveness of its competitors' strategies, identifying sources of competitive advantage and disadvantage, and determining how best to optimise its strategy.

You will understand the necessity for rigorous and on-going competitor intelligence, the key questions to ask, how to go about finding answers and how to apply the findings and insights.

Acting on robust competitor insights is a necessity for all organisations. Without this competence, an organisation risks wasting resources, ie time, effort and cash, and under-achieving in terms of both market share and financial performance.

Any marketer seeking to improve market and economic performance including those with specific responsibilities for competitor insight.

• Why competitor insight is important.
• The competitor insight process.
• The six need-to-know questions.
• Sources of information.
• Competitor gaming.
• Application of the findings and insights.
• A hands-on competitor insight exercise.

Interactive discussion and presentation in the morning followed by group work in the afternoon to execute a competitor insight exercise.