Market Analysis

Value Migration: Customers move where they perceive they get better customer value. This module addresses the concept of value migration, which allows mature businesses to reinvent their business models and offer value to their targeted customers.
Marketing Insights: Decision-makers today are deluged with data. This module helps participants to filter data so they can better select what is important for building competitive market knowledge. It also helps participants to use this knowledge to better develop and execute marketplace strategy.
Design Thinking: Design thinking is a powerful process of problem-solving that begins with understanding unmet customer needs. This module provides insights into the process of innovation that encompasses concept development, applied creativity, prototyping and experimentation.
Innovation, Customer Value Creation and Delivery: Most businesses focus on the wrong areas – on flat markets, mature technologies and commoditised product categories. This module helps participants to break out of the box and move towards more promising strategic arenas.
Voice of Customer: In this module, participants will learn how to gather, analyse and effectively use Voice of Customer in their new product and service development initiatives.
Competitor Analysis: This module enables participants to determine their real competitors, to identify and assess the competitors’ current and future marketplace strategies, as well as to understand changes in their value chains, assets, capabilities and infrastructure. Such understanding is vital to the firm to develop its own marketing strategies proactively. The module addresses how to transform competitor analysis into insights about customers, channels, suppliers and marketplace dynamics for making effective and profitable marketplace decisions.
Customer Value Proposition: Simply building a better product does not guarantee marketplace success. One must deeply understand the value the firm’s customers will gain from the firm’s offerings. This module will help participants understand what the firm’s markets need from it and use these insights to better inform marketing decision-making.
Marketing Analytics: Marketing Analytics gathers data from across all marketing channels and consolidates it into a common marketing view. This module will help determine how the firm’s various marketing initiatives are performing and will help identify opportunities for improvement.