A 2-day Practical Workshop to Guide the CMI Function for Business Success in a Changing and Challenging Marketplace
Background
Performing competitive and market intelligence (CMI) requires effective application of art (actions, choices, decisions, planning and strategy driven by intelligence outputs), science (analytical methods and techniques) and craft (learning from experiences of performing and managing CI). High performing CMI programs and performance are one of the foundations on which business actions are developed, scrutinized, and changed over time. In this two-day workshop, we will focus on how to combine the art, science and craft of managing the CMI function effectively to contribute to ongoing business success.
Learning Objectives
At the end of the course, active learners should competently demonstrate increased:
• Capacity to think strategically, including anticipating and winning business battles before they happen by outmaneuvering unfriendly forces in the marketplace.
• Knowledge, in the form of a set of concepts of intelligence functions: the what’s and how’s of conducting CMI activities in a strategic manner, and knowing which tactical and operational activities can add the most value.
• Skills, particularly in conducting intelligence research, analysis, developing & evaluating options, making recommendations, and assessing the implementation of strategies.
• Perception of the “big competitive picture,” seeing your organization in its totality, not as isolated parts; appreciating the parts in the context of the whole.
• Awareness of ethics and social responsibility as key ingredients in conducting intelligence activities.
• Capacity to integrate the knowledge gained in prior courses and your experience to-date.
• Confidence in your ability to present ideas in a logical, persuasive manner.
Specific “Take-Aways”
1. Communicate the process underlying competitive and market intelligence in modern global organizations
2. Gainfully employ several strategic, competitive and business analysis methods (i.e., dynamic industry analysis, competitive
positioning analysis, customer segmentation, customer value analysis) in order to understand current and future situations as
well as potential strategic opportunities orthreats
3. Describe the categories of analysis tools & techniques, understanding the basic focus of each
4. Make use of dynamic analysis in order to understand competitive, industry and market structures as well as potential responses to opportunities and threats
5. Understand the use and roles of information systems or processes in supporting the CMI process, examine leading practices being used by leaders in this area through case studies
6. Identify the fundamentals that affect analytical thinking and performance
7. Employ an internal needs identification process, recognize the importance of building an internal brand and demand for their services, and understand the role of an analytic calendar
8. Recognize the value of and create helpful Key Intelligence Topics (KITs), and understand how these can be linked to scores of
analytical methods
9. Assess the advantages and disadvantages of applying unique analysis methods
10. Effectively utilize several unique business and competitive analysis tools
Who Should Attend:
• Competitive Intelligence
• Marketing Intelligence
• Business Intelligence
• Marketing
• Market Research
• Commercial Development
• Business Development
• Strategic Planning
• Product Management
• Product Development
• Pricing
• Business Analysis
Agenda
Day 1:
Module 1: Foundations for Managing Competitive and Market Intelligence (CMI)
Module 2: Defining the Intelligence Problem and Planning the CMI Effort
Module 3: Opening Up the CMI Analytical Tool Kit and Thinking like An Analyst
Module AT.1 (Analytic Training): Working with Useful Competitive Analytical Tools
Day 2:
Module 4: Developing or Re-Developing the CMI Products/Services Portfolio
Module AT.2 (Analytic Training): Applying Useful Analytic Tools and Techniques
Module 6: Developing Effective HUMINT Capabilities
Module 7:Demonstrated Practices in CMI, CM Analytics and Wrap-up
Dr. Craig Fleisher
• One of the most decorated CMI experts globally
• Former President of Strategic and Competitive Intelligence Professionals (SCIP)
• Chief Learning Officer (CLO) at Aurora WDC
Craig has over 30 years experience in strategic and competitive intelligence. He focuses on how to enhance and lead insight-related activities; developing innovative, strategic sense-making/-giving capabilities, culture & processes in organizations that result in superior data/info analysis, actionable decisions & market success.
He has consulted with some of the globe's most respected brands including among others, 3M, Bell Canada, BHP Billiton, CIBC, EDS, ExxonMobil, GE, GM, Imperial Oil, IBM, J&J, Lennar, Levi Strauss, Merck, Noranda, Novo Nordisk, P&G, Telstra, and TD Bank.
普通会员¥10800/位
优享会员¥9720/位
臻享会员¥8640/位
尊享会员¥7560/位
公司地址
上海市浦东新区东方路3601号8号楼6楼
电子邮箱
grace.zhu@mec-asia.com
联系电话
13816742902
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