ICI-31 Insturmemts of Strategic Market Analysis November 17, 2010

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

Official Website: http://www.institute-for-competitive-intelligence.com/workshops/38-ici-31-strategic-market-analysis.html