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Prognoses, potentials, life cycles, segmentation Often, the CI analyst is called on to judge the market potential of new products. For this, market segments, profit potential, and the competitive situation has to be known. Similarly, a prognosis of the future development of these market parameters is necessary. Results of the strategic market analysis serve as a basis for the development of product- and corporate strategies, scenario planning and benchmarking analyses. This workshop comprises of a comprehensive demonstration of significant aspects of strategic market analysis. The methodical fundamentals are communicated without the theoretical ballast and these are then applied directly with real-life case studies. Workshop foci Practical excecises Overview and areas of application for strategic market analysis methods: The following assessments are conducted with a case study: Product portfolio analysis (BCG, McKinsey) Evaluation of the market potential and vacant segments for a new product Determination of market segments and their volumes Assessment of the competitive situation Design of a product- and customer life cycle analysis Integration of expert knowledge Delphi-interviews PERT-estimates Technology- and market potential analyses Trend analyses S-curve-analyses Assessment of future developments (prognoses) through Extrapolation (time series analysis) Regression Multi-level-prognoses Identification of short-/mid-/long-term trends

Prognoses, potentials, life cycles, segmentation Often, the CI analyst is called on to judge the market potential of new products. For this, market segments, profit potential, and the competitive situation has to be known. Similarly, a prognosis of the future development of these market parameters is necessary. Results of the strategic market analysis serve as a basis for the development of...

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