Catalog
details
Ajoutez votre titre ici
Ajoutez votre titre ici
DO A MARKET STUDY
Category
BUSINESS
Subcategory
Marketing
Code
MKT007
Training Objectives
At the end of the training, employees will be able to understand the external and internal environment of a market, master the strategic analysis tools: SWOT, PESTEL, 5 Porter forces, study of competition, build a relevant and exploitable market analysis, identify opportunities and threats to guide marketing strategy, detect market developments, customer expectations and purchasing behaviour
Training Program
Module 1: Introduction to market analysis
Ice-breaker: Mapping of participants’ sectors of activity
Importance of market analysis in business strategy
Objectives, scope and sources of information
Module 2: External diagnostic tools
PESTEL method: Identification of macro-environmental influences
Practical Exercise: Building a PESTEL Matrix for a Targeted Sector
A market life cycle analysis
Module 3: Competition study
Porter 5 Force Method
Competitive positioning analysis (perceptual mapping)
Activity: Benchmark of a local market
Module 4: Customer Knowledge & Demand Study
Qualitative and quantitative study techniques
Creation of personas, customer markers, behavioral segmentation
Workshop: Development of a client study questionnaire
Module 5: Marketing Watch Organization
Setting up a monitoring system
Free tools and freemium of competitive watch
Practical Activity: Creating a Watchboard
Module 6: Internal diagnostic and SWOT
Strengths, weaknesses, opportunities, threats
Workshop: implementation of a SWOT cross-referenced from the case study
Module 7: Strategic Market Segmentation
Segmentation criteria (geographical, demographic, psychographic, behavioural)
IAC method for assessing potential
Practical Activity: Build a Segmentation Matrix
Module 8: Identifying growth opportunities
Analysis of weak trends and signals
Niche opportunities, innovation, partnership
Case study: Example of a changing sector (e.g. cosmetics or tech)
Module 9: Formalization of market analysis
How to draft a clear and usable market analysis
Activity: Each group returns a mini-market diagnostic
