Marketing Strategy: Competitive Intelligence

سرفصل های دوره

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.

01 - Introduction

01 - Your competitive advantage in the market

02 - 1. How to Start a Competitive Analysis

01 - What is a competitive market analysis

02 - The benefits of competitive analysis

03 - What to consider for your competitive analysis

03 - 2. Build a Competitor Analysis through Research

01 - Profile your top competitors in the market

02 - Determine competitor strengths and weaknesses

03 - Compare yourself to the competition

04 - Research competitor interactions with customers

04 - 3. Identify Competitor Strategies through Analysis

01 - Specify competitor goals

02 - How to analyze competitor research data

03 - Observe competitor marketing and selling processes

05 - 4. Evaluate the Outcome of Your Competitive Analysis

01 - Select and use an evaluation analysis framework

02 - Share your competitive position internally

03 - Continue with competitive intelligence

04 - Summarize your opportunities and issues

06 - Conclusion

01 - How to maintain a competitive edge

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تولید کننده: LinkedIn Learning (Lynda)