Global Market Analysis

The good old days when American corporations were the envy of the world and the scourge of the marketplace are receding fast in the rear-view mirror. Today’s economy is truly globalized, with American firms facing ferocious competition from every corner of the world. In order to survive, every aspect of your business must be constantly analyzed, diagnosed, refined, and reengineered to improve efficiency, reduce costs and maintain a profitable competitive edge.

Our Global Market Analysis seminar will deliver all of the above, and more, as we work with you to break down every aspect of your business into its basic components. We help you identify inefficiencies, identify policies and procedures from earlier times that are no longer viable, and compare each aspect to the current market trends. Before everything is said and done, we will be able to recommend solutions to address every aspect of your organization, including market segments, product, pricing, promotion, distribution and ways to outflank your toughest competitors, even those you must face in foreign markets.

Who should attend: Marketing Managers, Market Research Managers, Sales Managers, Salesmen, Operations Managers, Business Managers, Investment Bankers.

Seminar Objectives:

Participants in the Global Market Analysisseminar will learn to:

• Break down and analyze the elements of your business to clarify how your market really operates
• Re-evaluate your products to determine which product lines may require different strategies.
• Analyze current sales volume by product, customer type, region, and application to define critical markets.
• Identify the market segments that allow and/or require different market mixes.
• Determine customer needs as they relate to your product in each segment.
• Identify the product features that the customer thinks are the most important in each segment.
• Evaluate how you and your competitors compare for these important features.
• Identify key decision makers in your markets to gain an understanding of how and why they make product buying decisions
• Review your competitors in detail to identify strategies, strengths and weaknesses (SWOT analysis).
• Identify areas of your own strength and competitor weakness that suggest winning strategies.
• Assimilate results of all analysis and begin to build a new marketing mix of product, price, sales, and distribution that will create more business and improve market share.
• Evaluate foreign markets to identify areas of potential for your business.
• Find intermediaries to help you enter foreign markets.

At the end of the course, students should be able to put together the basics of a global marketing plan for the product line.