From competitive analysis to successful strategy
Description
The recent economic turmoil has resulted in many changes - not the least in how your customers have re-evaluated their product and service buying options. So what does that mean for your competitive environment? Old competitors may have disappeared, new competitors emerged and changes in customer behaviours created new indirect competition. This workshop for B2B professionals will concentrate on three important aspects of understanding your competitive environment. Over the course of the three hour workshop we will:
* Start by defining your markets, developing market maps and competitive frames from the customer's viewpoint. How do your customers view the alternatives to your products and services? Are different segments served by different channels?
* Evaluate differing information sources. Finding external information today may be comparatively easy, but how do we evaluate what is most important, integrate it with internal knowledge and set up systems to maintain a competitive watch?
* Most importantly, how can we use competitive intelligence to develop competitive strategy? What theories and techniques can add practical value to gain competitive advantage?
Speaker: Lynn Mathieson has worked at board level in strategic marketing roles across a wide range of B2B global industries, often with complex competitive environments. Having worked in industries impacted by sudden economic and technological changes, she has experience of rapidly changing competitive environments and introduces case studies of companies who have, and haven't, prospered by developing strong competitive strategies. Lynn holds an MBA, is a FCIM and a Chartered Marketer.
Registration 18:00, this event begins at 18:30 and finishes at 21:30.
Price information
| Member: | £60.00 |
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| Studying Member: | £55.00 |
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| Student: | £65.00 |
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| Guest: | £70.00 |
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Price includes a selection of sandwiches and refreshments. Please contact the events team with any special requirements. |
Alternative Pay Details: Please book online for this event. If you cannot do so please call The Chartered Institute of Marketing on +44 (0)1628 427340. |
Contact details