Strategic Analysis – Understanding the Marketplace

Aims and Objectives

This 3-day module explores some of the key issues that your organisation faces from the macro and micro business environment as well as from its own internal characteristics. The aim is to develop the capability to understand the external and internal environments as part of developing strategies and tactics to maximise your organisation's position in it.

What the workshop will cover

• Principles of environmental analysis: Implications of environmental change. Benefits of analysis. Analytical Process – the TOWS/SWOT process
• Key trends in your environment
• Macro and micro environmental analysis: the principles, key factors
• Customer and patient analysis: buyer behaviour, segmentation, CRM
• Competitive analysis: types of competition, identifying and analysing competitors objectives and strategies, profiling competitors, differential advantage
• The internal audit: the principles, key factors, determining which issues to audit, audit methods, interpreting the data.

On completion the delegates should be able to:

• Carry out and interpret an internal marketing audit
• Conduct a customer and competitive analysis
• Identify their key information needs and sources
• Determine the priorities for strategic action within their business areas
• Evaluate the likely outcome of strategic actions

If you would like to adapt this course for delivery in your own organisation or develop a customised training programme with Downes Strategic Marketing, contact us by email or phone  - +44 (0) 118 9813224.