Categories > Sales & Marketing Category     How to Develop Winning Marketing Plans and Breakthrough Strategies   Program Duration : 5 Days Program Date : 05-09 May, 2012 Program Location : Cairo, Egypt Program Fees : US$ 3200/Per Person         PROGRAM INTRODUCTION: A winning competitive strategy is founded on consistently understanding and predicting changing market conditions and customer needs—and outperforming your competitors in serving those needs. This five-day seminar helps you apply the skills and apply tools to master this "outside-in" thinking approach—and ensures that you stay on top of trends and competitors. You’ll leave this seminar equipped with the tools to expand your market leadership—and protect your market share PROGRAM OBJECTIVES:   By the end of this program you will be able to: Recognize global changes in the competitive landscape Identify—and capitalize on—your company’s competitive advantages and core competencies Rapidly assess competitive market opportunities, using cost-effective research tools Track, Monitor, Predict-and Rapidly Respond to-Competitor Moves Focus Resources on Market Opportunities That Best Match Your Competitive Strengths Assess your competitors’ relative strengths and weaknesses to carve out competitive space Gain the Tools and Templates for Developing a Successful Strategic Marketing Plan   WHO SHOULD ATTEND?   Marketing and product managers, directors and vice presidents of marketing, brand managers and advertising professionals. Note: To maximize benefits from this course, attendees should already have an understanding of marketing basics.   PROGRAM OUTLINES: What you need to know about competitive advantage Strategies for market leaders, challengers and niche players Benchmarking your company against competitors Internal and external analyses to identify competitive opportunities Conducting competitive research and intelligence Creating a competitive marketing plan Why some strategies fail—and what to do about it   The Context for Strategy: Define What Competitive Strategy Means for the Purposes of This Learning Experience Understand the Concept and Importance of Outside-in Thinking in Strategy Development Review Global Trends That Are Changing the Competitive Landscape for All Business Identify the Business Drivers within Your Company That Are Placing a Greater Emphasis on Competitive Strategy Development   Competitive Advantage and Industry Structure: Understand the Concept of Competitive Advantage Identify the Three Arenas of Competitive Advantage Understand the Impact of Shifts in Industry Structure on Developing Competitive Strategy Understand the Process and Significance of Scenario Building Review How a Best-Practice Company Defines Competitive Advantage   Competitive Position and Strategy Options: Understand Competitive Market Positions and Impacts on Strategy Understand Competitive-Strategy Options, and When They Should Be Employed to Improve Your Competitive Position in the Market Review the Tactics That Support Strategy Options Review the Competitive Moves of a Best-Practice Company   Situational Analysis-External Environment: Review the Process of External Environment Scanning to Identify Areas of Opportunity and Potential Threats or Risks Identify the Key Questions to Be Answered in Assessing External Environment Factors Understand Various Market-Segmentation Methods Understand How to Apply These Tools to Your Own Company Situation   Situational Analysis-Internal Environment: Review the Components of an Internal Environmental Scan to Identify Company Strengths and Problem Areas Understand How to Conduct an Internal Environment Scan for Your Own Company Understand and Apply the Concept of Internal Core Competencies   Competitive Research and Intelligence: Review Competitive Research Tools and Methods Review and Discuss Sources of Competitor Information, Including New Electronic Information Sources Identify How to Track and Interpret Competitor Moves Discuss Ways to Organize, Synthesize, and Communicate Competitive Research Findings   Narrowing Competitive Focus: Learn How to Prioritize Growth Opportunities Based on Outside-In Strategic Thinking Review How to Identify Opportunity-Evaluation Parameters, Importance Weighting, and Criteria for Rating Each Parameter Review and Apply the GE Business Screening Tool, Which Is Designed to Identify Projects That Optimally Balance External Market Attractiveness with Internal Business Strengths   Increasing Competitive Value Review the Concept of Competitive Differentiation Use Competitive Benchmarking Techniques to Find Unoccupied Competitive Space Review Differentiation Strategies to Enhance Customer Perception of Your Value Proposition Discuss the Concept of Creating Value from Supply Chain Management   Competitive Moves and Countermoves: Analyze a Competitive Marketing Plan Analyze and Predict Competitor Moves Make a Team Recommendation for Marine Nutritionals Inc.   Why Strategies Fail and What to Do: Recognize Common Reasons for Strategy Failure and How to Avoid Them Recognize Methods for Improving Planning Effectiveness   Bringing It All Together: Apply the Concepts and Tools from the Seminar to Develop a Competitive Marketing Plan for a Real Company Drawn from One of Three Teams Complete a situation Analysis, Develop Strategy Alternatives and Assumptions, and Develop Strategy Alternative Recommendations Make a 10-15 Minute Presentation of Your Findings, the Strategic Alternatives Developed, Your Assumptions, and Your Recommendations to the Company