ICI-31 - Strategic Market Analysis

Prognoses, potentials, life cycles, segmentation

Often, the CI analyst is called on to judge the market potential of new products. For this, market segments, profit potential, and the competitive situation has to be known. Similarly, a prognosis of the future development of these market parameters is necessary. Results of the strategic market analysis serve as a basis for the development of product- and corporate strategies, scenario planning and benchmarking analyses. This workshop comprises of a comprehensive demonstration of significant aspects of strategic market analysis. The methodical fundamentals are communicated without the theoretical ballast and these are then applied directly with real-life case studies.

Workshop foci

Practical excecises

• Product portfolio analysis (BCG, McKinsey)
• Evaluation of the market potential and vacant segments for a new product
• Determination of market segments and their volumes
• Assessment of the competitive situation
• Design of a product- and customer life cycle analysis
  

Integration of expert knowledge

• Delphi-interviews
• PERT-estimates
  

Technology- and market potential analyses

• Trend analyses
• S-curve-analyses
  

Assessment of future developments (prognoses) through

Extrapolation (time series analysis)

• Regression
• Multi-level-prognoses
• Identification of short-/mid-/long-term trends
  

Readings

• Competitive Strategy (by Michael E. Porter)
• Competitive Advantage (by Michael E. Porter)
• The Art of the Long View (by Peter Schwartz)
• Strategic and Competitive Analysis (by Craig S. Fleisher and Babette Bensoussan)
• Business and Competitive Analysis (by Craig S. Fleisher and Babette Bensoussan)

More Information

• Online registration
• All Workshops, Dates, Fees
• PDF-Catalog
• Speaker: Michaeli