The purpose of this course is to introduce the student to the techniques and tools of competitive intelligence for internationalization.
The complexity of international markets means that companies have to have information to know the environment and who their main clients and competitors are, which allows them to be more competitive and effective abroad.
The strategic decisions in the company have to be taken based on objective, analyzed and contrasted data. This will allow us to focus on winning internationalization strategies, helping from the selection of markets to their consolidation.
It is necessary to be able to identify markets of opportunity and once in the market find the common thread that uncovers the keys to approach it and consolidate it successfully. In order to do so, it will be necessary to work with strategic analysis tools and the combination of both will allow us to anticipate trends and cover unsatisfied niches of opportunity in the market.
Last but not least, we will focus on marketing and the application of competitive intelligence for brand positioning in international markets both online and offline.
Specified time period: This course has and extension of 20 contact ours at ENAE premises.
Timetable: This course is delivered on Friday from 16:30 h. to 21:30 h. and Saturday from 9:00 h. to 14:00 h.
Place and Address:
Edif. ENAE. Campus Universitario de Espinardo 30100 Espinardo Murcia- Spain.
This program is part of a Master that has limited availability. Taking this course will provide you great oportunities for expanding your professional networks.
Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.
Competitive Intelligence Systems.
Plan for Searching for Information on the Internet.
Building a Decision Tree.
Sources and Search Tools.
Phases of Search to analyze markets through Internet.
The Intelligence Product.
Identification and prioritization of markets. Analysis tools:
Competitive position of companies.
Selection of markets.
Opportunity Niches Detection.
Competitive position in the market
International brand, important for access to new markets. Determination of business image in foreign markets. What do we want to convey?
Online marketing strategies.
Analysis of the sector in the target market.
Analysis of demand and its segmentation [Delimitation of customer activity].
Characterization of competing agents [Delimitation of the activity of the competition].
Market access channels: analysis of distribution channels and main access routes.
Determination of specific keys for action to be developed in the target market in order to take maximum advantage of existing opportunities.
Customers. Key agents in the distribution channel and main customers, what role they play within the channel, and the determination of specific action policies to reinforce positioning in the channel and access to the target customer.
Competence. Key agents in the distribution channel and our main competitors. Analyzing their commercial strategies, commercial operations, customers, prices and market entry channels.
Types of Marketplaces
Uses of Marketplaces:
As Commercial Tools
As Tools of Competitive Intelligence