ICI-31 - Strategic Market Analysis

Prognoses, potentials, life cycles

CI analysts are often called upon to assess the market attractiveness for new products and services. This involves an analysis of market potential, segments, profit potential and the competitive situation in order to make a prognosis of the future development of these market parameters  The results of a strategic market analysis serve as a basis for the development of product and corporate strategies, scenario planning and benchmarking analyses. This workshop incorporates a comprehensive illustration of proven methods in strategic market analysis. The methodical fundamentals are communicated without the theoretical ballast and these are then applied directly using real-life case studies.

Workshop focal points

Introduction

• Overview and areas of application for strategic market analysis methods

• Information resources

Methods and procedures 

• Product portfolio analysis (e.g. BCG, McKinsey)

• Determination of market potential and unoccupied segments for new products and services

• Evaluation of the competitive situation

• Product and market life cycle analysis

Integration of expert knowledge

• Delphi interviews and PERT estimates

Assessment of future developments (prognoses) through:

• Extrapolation (time series analysis)
• Regression
• Multi-level prognoses
• Identification of short/mid/long-term trends

Practical Exercises

• The presented methods and techniques are applied with reference to a case study

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