Sales and Marketing

Competitive Dynamics and Strategic Marketing (Limassol)

Competitive Dynamics and Strategic Marketing (Limassol)2018-10-04T06:16:47+00:00

Competitive Dynamics and Strategic Marketing (Limassol)

Programme Overview

This course deals with issues such as managing high and low-market share businesses, building effective differentiation, developing segmentation, the need to avoid “smokestack” industries and focus on knowledge intensive businesses.

The business environment is becoming increasingly competitive as market growth slows, competition moves across national boundaries, and customers become sophisticated. In Europe in particular more and more companies are finding profitability extremely difficult to achieve. In these circumstances it is important to understand the market place factors that affect profitability, and how to manage customers and competitors, so that a business continues to flourish and does not fall into the trap of “profitless prosperity”.

Designed for

  • CEO’s
  • Business Owners
  • Senior Managers
  • Business unit managers
  • Marketing Managers
  • Other functional directors and managers

Programme Focus

Market and Customer Analysis

  • Market structure and profitability, life cycle analysis, buyer behaviour
  • Competitor Analysis and its importance

Common mistakes in Market Analysis

Understanding Cost Behaviour

  • Competitor cost analysis, benefits of scale and focus
  • How companies lose cost advantage

Building Customer Loyalty

  • Value perception rather than customer satisfaction
  • Profit impact of customer Profit impact of customer retention

Customer Relationship Management

  • Why C.R.M. frequently fails
  • How to avoid the pit-falls

Developing Pricing Strategy

  • Importance, Framework, Trends, Mistakes Value based pricing
  • Case Feedback and Discussion

Categorising Businesses by Salient Strategic Characteristics

  • Description of four types of business

Managing the Different Types of Business

  • When and how to go for market share, market segmentation
  • How to manage a high-share business
  • When and how to develop a strategy of accommodation
  • When to exit a market

Difference between marketing and strategic segmentation

Trends in the 21st Century

Implications for Cypriot businesses

Key Outcomes

  • Understand the relationship between market structure and profitability
  • Know how to evaluate buyer behaviour
  • Have a framework for competitor analysis

Benefits for you

  • Recognise the importance of competitor cost analysis and understand how to do it
  • Appreciate the importance of customer satisfaction, customer loyalty and value perception
  • Are aware of the limitations, and common dangers with, C.R.M.

Benefits for the organisation

  • Understand trends in pricing (particularly in the E.U.) and how to develop an effective pricing strategy.
  • Recognise the fundamental strategic characteristics of their own businesses.
  • Understand the implications of these characteristics for future management of these businesses.
  • Develop an appreciation of the way in which the business environment is changing.

Details


Dates:
31 October & 07 November 2018

Time:
8:30 – 17:00

Duration:
14 hours

Venue:
CIIM Limassol, 3-5 Chaidariou Str. (view map)

Language of Instruction:
English

Instructor:
Dr. Paris Cleanthous

Participation fees


Fee: € 550

HRDA Subsidy: € 238

Final Fee: € 312

* The programme has been approved by HRDA. Click here to find out more about HRDA and other special discounts

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Last updated: January 26, 2015

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The Human Resource Development Authority (HRDA) provides a subsidy i.e. partial or full tuition coverage, to organisations participating with their employees in the Authority's programmes, only if they can meet the Authority's criteria. In order to confirm your eligibility to participate in the Authority's programmes, we provide you with the Authority's programme form for which you need to return to CIIM fully completed. If for whatever reason, the HRDA refuses to provide a subsidy for your attendance to our programmes, you and your company will be liable to immediately reimburse CIIM with the gross fees, which were supposed to be covered by the HRDA subsidy. If you fail to meet your legal costs to CIIM, we reserve the right to proceed with legal actions for damages.

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