Do not miss you chance to book your place for:
Course: Competitor Intelligence
Date: 13th April 1999 (only a few places left!)
Course fee: £260.00+VAT(£305.50) includes buffet lunch and refreshments.
For further information, and to book a place, please do not hesitiate to
contact me.
Regards
Sadia Shafi(course administrator)
course dates: 13.04.99
18.11.99
competitor intelligence
introduction to the course:
This course is designed to support two types of participants: a) those
given the task of creating an effective CI function and b) those wanting
to enhance their existing CI capability. It recognises that the British
CI practitioner is often not able to choose what types of information
they must seek (while examining some models of 'pertinent' CI) and is
limited as to the methods of obtaining it. It thus focuses on four key
areas for in-house practitioners: what types of information to look for
(given the research brief); approaches to finding information;
techniques for collating and analysing it; and helpful ways of
presenting conclusions.
course objectives:
explore the kind of information CI practitioners are asked to find
determine how the relevant information can be found
derive meaningful conclusions from a mass of data
ensure sound research is reflected in the presentation of coherent,
accurate, concise and relevant conclusions
course leader: Christopher Murphy
programme:
09.15 Registration and coffee
09.30 Introduction
09.45 Competitor intelligence
historical, economic, theoretical, legal and ethical perspectives
10.30 What types of data should one seek? What are we being made to
seek?
-scattergun versus pinpoint approaches to CI
-understanding key business drivers: factors of production (management,
technology, -etc.), processes (marketing, production, etc.), external
(economic conditions, changing markets, regulatory climate, etc.)
11.15 Coffee
11.30 Data gathering: initial approaches and sources
-the golden rule of research
-understanding a sector: characteristics, structure, terminology
12.30 Lunch
13.30 Refining the search
hformulating hypotheses for further testing. Revising search strategy
to:
-ask new questions of sources already used
-search new sources.
-drawing upon the golden rule of research in developing both systematic
and creative approaches
-checklists for systematic research and ways of generating creative
sources
14.15 So what does this mean?
-modes of analysis and interpretative techniques: descriptive (SWOT),
positional (benchmarking), predictive (strategic repositioning, new
product
development/launch)
-combining quantitative and qualitative information
15.00 Tea
15.15 Filling the gaps
-categories of information: verified facts, reasonably secure facts,
deductions, probabilities, analogies, rumours, unknowns
-the power of statistical probability versus the arbitrariness of
individual behaviour
15.45 Presenting conclusions
avoiding spoiling good CI research with poor presentation of results.
Are the results contradictory or do they tell a consistent story? -
justifying the validity of our research methods and findings
17.00 Close
________________________________________________________
Sadia Shafi, Administrator-Professional Development Division
Email [log in to unmask] Web http://www.tfpl.com
TFPL Ltd
17-18 Britton Street, London ECIM 5TL
Tel+44 171 251 5522 Fax +44 171 490 4894
In USA:TFPL Inc., 55 Broad Street, #20c New York, NY10004
Tel +1 212 269 4666 Fax +1 212 269 2777
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