Marketing Strategy: Competitive Intelligence (2022)
48mIntermediate2022-09-27
Authors
Deirdre Breakenridge
CEO at Pure Performance Communications
Course details
By compiling a competitive analysis, you gain insight into your competitors to identify your own advantage and edge in the marketplace. In this course, join marketing expert Deirdre Breakenridge as she explains how to conduct a competitive analysis for your business. In addition to explaining the value of a competitive analysis, Deirdre shares best practices for conducting research on your competition, and discerning your own strengths and weaknesses. She also discusses how to analyze your competitor's strategies to inform your future goals. Finally, Deirdre shows you how to evaluate the outcome of your analysis to drive growth and competitive intelligence.
Learning objectives
Explain the benefits of a competitive analysis.
List three elements to include in a competitor profile.
Recognize the biggest challenge when researching your own strengths and weaknesses.
Recall the advantage of knowing your competitor’s strategies.
Identify three elements included in competitor research analysis.
Define the elements that make up the SOAR framework.
Learning objectives
Explain the benefits of a competitive analysis.
List three elements to include in a competitor profile.
Recognize the biggest challenge when researching your own strengths and weaknesses.
Recall the advantage of knowing your competitor’s strategies.
Identify three elements included in competitor research analysis.
Define the elements that make up the SOAR framework.
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
- 04 - What to consider for your competitive analysis
2. Build a Competitor Analysis through Research
- 05 - Profile your top competitors in the market
- 06 - Determine competitor strengths and weaknesses
- 07 - Compare yourself to the competition
- 08 - Research competitor interactions with customers
3. Identify Competitor Strategies through Analysis
- 09 - Specify competitor goals
- 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 - Share your competitive position internally
- 14 - Continue with competitive intelligence
- 15 - Summarize your opportunities and issues
Conclusion
- 16 - How to maintain a competitive edge
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