Customer & Competitive Intelligence Practical approaches for understanding competitors and customers, finding potential disruptors and blue oceans Our world is entering the fourth industrial revolution and its volatility, uncertainty, complexity and ambiguity. This brings new levels of uncertainty and risk to a business. But it also provides new business opportunities and chances. Seeing them early and clearly is a capability that is becoming increasingly important for the survival of organisations. The monitoring and understanding of developments and trends in the external environment is often led by marketing through its market research capability. This course focuses on the external environment formed by competitors and customers – two groups marketers have to contend and deal with every day. Going from easy to hard, it teaches practical approaches to gain intelligence about and deep insights into external organisations to understand and assess their position, structure and plans. It concludes with a brief introduction into consumer research and how to summarise the findings.

Key takeaways:

1. Master advanced competitive research tools and techniques for smarter decision making 2. Predict future trends, spot potential disruptors and identify new markets 3. Reveal your competitors’ strengths and weaknesses and use them to your advantage 4. Identify opportunities by spotting trends within your existing customer base 5. Transform key research information into bottom-line results

Course details:

Title: Customer & Competitive Intelligence Date: 13 September Time: 9.00 am to 5.00 pm (Registration starts at 8.45am) Venue: PARKROYAL Kuala Lumpur, Jalan Sultan Ismail, 50250 Kuala Lumpur, Malaysia

Course fee: USD 599 per person (on or before 13 August 2017) USD 799 per person (after 13 August 2017) To register, please contact Lalita Goval at lalitag@marketing-interactive.com or at +65 8742 7291. * Under the Human Resources Development Fund (HRDF), registered employers can claim rebates for trainings conducted by an overseas trainer/ training provider. For more information, visit http://www.lighthousemedia.com.sg/Events/hrdf-instructions.pdf

About the trainers:

Thomas Martin CEO and lead consultant Forward Intelligence Group

Thomas Martin is the CEO of Forward Intelligence Group and a thought leader in foresight, strategy, innovation, sales, marketing, and execution. His passion is to help organizations succeed in complex and globalizing environments. His personal research focus lies on technology, the fourth industrial revolution and the future of work. During his more than 20 years as a consultant, Mr. Martin has helped multi-national companies including Absa, ABN-Amro, AXA, Barclays, BMW, Daimler, Fiat, LTU, MetService, and T-Systems to develop and refine their strategies, processes and technology working in the US, Europe, Africa and Asia. As a manager and entrepreneur, he started and managed several business units and functions with revenues up to USD162m in the consulting and IT industry working for A.T. Kearney, Capgemini and Microsoft that created new revenue streams, increased profitability and grew customer loyalty. Recent engagements of Mr. Martin include an Asian market entry strategy for a public service company in New Zealand, innovation workshops for a large bank, an innovation Process & KPI market study for an oil & gas company and trend research for big data, autonomous vehicles, and the aviation, media and shipping industries. He holds a MBA from European Business School in Germany with majors in strategic planning and organization, is a PMP-certified project manager and member of the World Future and several IEEE Societies.

Who should attend: CMOs, VPs, Directors, Managers, Analysts and Specialists of the following departments:

• Competitive Intelligence

• Market Research & Development

• Customer & Market Planning

• Account Management

• Strategic Planning

• Business Development

• Sales & Marketing and anybody is involved in the commission or implementation of market research projects for their organisation, and requires strategic knowledge to inform products and services planning, pricing, promotion and placement.

COURSE OUTLINE

08.45 Registration

09.00

Strategic foresight primer: the role of market, competitive and customer intelligence

• The importance of intelligence in a VUCA world

• Types of intelligence, sources and methodologies to capture it

• The strategic foresight process from the far future to today’s operations

Case study: using ShapingTomorrow for trend research Defining and understanding your market and competitive landscape

• Industry trend analysis

• Regulatory and national environment

• Identifying current and potential customers and competitors

10.30 Break

11.00

Recognizing the imprints of the future: where to look for company intelligence

• Information types

• Information sources

• Typical blind spots The easy - secondary research I: web search to find out what they are saying about themselves

• Web research basics, tips & tricks

• Using archives & alerts

• Writing a company profile Case study: company research database

12.30 Lunch

14.00

The difficult- secondary research II: deep web search to find out what others are saying about them

• Important resources for company research

• Keeping up-to-date

• Interpreting and validating your findings

The hard - primary research: gaining access to privileged information sources

• Research people, relationships and internal resources

• Using events, conferences and associations

• Working with expert networks Case study: primary competitor analysis

15.30 Break

16.00

Consumer research: spotting trends in your customer base

• Trend spotting 101

• Working with the consumer trend canvas

• Identifying opportunities with trends Making recommendations: summarizing insights to generate foresight

• How to summarize your findings

• Drawing conclusions

• Formulating recommendations

17.00 End