Marketing Strategy: Competitive Intelligence
43mIntermediate2024-11-19
Authors
Deirdre Breakenridge
CEO at Pure Performance Communications
Course details
Gain insight into your competitors to identify your own advantage in the marketplace. In this course, join marketing expert Deirdre Breakenridge as she guides you through how to successfully conduct a competitive analysis to understand the marketplace value of your business. In addition, Deirdre shares best practices for conducting research on your competition, identifying your strengths and weaknesses, and analyzing your competitor's strategies to inform your future goals. Along the way, learn how to leverage new AI technologies to overcome some of the most common challenges of competitive intelligence.
Learning objectives
Explain the benefits of a competitive analysis.
Identify the most important elements to include in a competitor profile and competitor research analysis.
Recognize and address common challenges when researching your own strengths and weaknesses.
Build your advantage by understanding your competitor’s strategies.
Drive growth and inform your future goals by utilizing the key parts of the Strengths, Opportunities, Aspirations, Results (SOAR) framework.
Leverage cutting-edge AI tools to help overcome competitive intelligence challenges.
Learning objectives
Explain the benefits of a competitive analysis.
Identify the most important elements to include in a competitor profile and competitor research analysis.
Recognize and address common challenges when researching your own strengths and weaknesses.
Build your advantage by understanding your competitor’s strategies.
Drive growth and inform your future goals by utilizing the key parts of the Strengths, Opportunities, Aspirations, Results (SOAR) framework.
Leverage cutting-edge AI tools to help overcome competitive intelligence challenges.
Skills covered
Marketing StrategyBusiness IntelligenceMarketingData ScienceBusiness Analysis and StrategyDeep Dive (X:Y)
Concepts
0. Introduction
- 01 - Your competitive advantage in the market
1. How to Start a Competitive Analysis
- 02 - What is a competitive market analysis
- 03 - The benefits of competitive analysis for business growth
- 04 - When and what to consider for your competitive analysis
- 05 - How to use AI effectively for your competitive analysis
2. Build a Competitor Analysis Through Research
- 06 - Define and profile your top competitors in the market
- 07 - Uncover strengths and weaknesses - Yours and your competitors
- 08 - Research competitor interactions and customer emotions
3. Identify Competitor Strategies Through Analysis
- 09 - Specify competitor goals and objectives
- 10 - How to analyze competitor research data
- 11 - Observe competitor marketing and selling processes
4. Evaluate the Outcome of Your Competitive Analysis
- 12 - Select and use an evaluation analysis framework
- 13 - Define and communicate your competitive position internally
- 14 - Summarize findings and uncover steps for more intelligence
Conclusion
- 15 - Implementing your competitive intelligence strategy