Customer & Competitor Intelligence : Enhancing Competitiveness
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The marketing war has escalated to an unprecedented level of intensity with 24/7 social media, endless new entrants and continually decreasing product differentiation. Learn to build intelligence measures to monitor customer, competitor and environmental shifts. Develop a sensitivity to building value for customer retention, identifying new markets and sustaining the competitive advantage to advance your company.
Benefits to You
Marketers will plan better strategies and make informed decisions to win customers through intelligence gathering and responsiveness to changes in customer preferences, competitor moves and environmental trends. You will also influence buying decisions by strategising influencers at each stage and improve customer satisfaction through evaluating five key areas of service marketing.
Enhance intelligence activities to monitor customer, competitor and environmental changes
Strategise influencers at each stage of buying process to affect decisions positively
Build a competitive value framework to determine the gaps between your firm and competitors
Appraise service marketing to identify improvements for customer service
Plan short and long-term strategies to win customers and combat competitors
Assessing Intelligence - Enhance market research, pre-empt threats and exploit opportunities
Analysing Competitors – Define current and future competitors, track customer’s choices and uses and analyse competitive strategic groups
Evaluating Competitor’s Strategy – Appraise competitive marketing mix and measure 5 Dimensions of Competitive Advantage
Auditing Customer Value – Assess 5 Levels of Customer Value and determine Competitive Value Gaps Tracking Buying Process – Determine contact points and strategise influencers
Enhancing Competitiveness – build a learning organisation and develop social capital
Who should attend
(Level 2) Supervisor, Executive, & Emerging Managers
(Level 3) New Managers
(Level 4) Managers