1. Introduction to Market Situational Analysis:
- Overview of market situational analysis
- Importance and benefits of market analysis
- Understanding market trends and dynamics
- Collecting and analyzing market data
- Techniques for conducting market research
2. Organizational Position Measurement:
- Understanding organizational positioning
- Assessing internal capabilities and resources
- Analyzing competitive landscape and industry dynamics
- Identifying target market segments
- Evaluating the organization's value proposition and competitive advantage
3. Market Research Methods:
- Qualitative research techniques (interviews, focus groups)
- Quantitative research methods (surveys, questionnaires)
- Data collection and analysis
- Sampling techniques and sample size determination
- Validity and reliability of research findings
4. Market Segmentation and Targeting:
- Market segmentation concepts and approaches
- Demographic, psychographic, and behavioral segmentation
- Selecting target market segments
- Developing customer profiles and buyer personas
- Positioning strategies for different target segments
5. Competitive Analysis:
- Identifying competitors and analyzing their strategies
- SWOT analysis and competitive advantage assessment
- Porter's Five Forces framework
- Benchmarking and industry analysis
- Evaluating competitive positioning and differentiation
6. Market Positioning and Branding:
- Positioning strategies for products or services
- Creating a unique value proposition
- Brand development and management
- Brand positioning and brand image
- Building brand equity and brand loyalty
7. Market Planning and Strategy:
- Developing marketing objectives and goals
- Formulating marketing strategies
- Marketing mix (product, price, place, promotion)
- Marketing implementation and monitoring
- Evaluating marketing performance and making adjustments
8. Emerging Trends in Market Analysis:
- Digital marketing and data analytics
- Artificial intelligence and machine learning in market analysis
- Market sensing and real-time monitoring
- Social media and online reputation management
- Ethical considerations in market analysis and positioning.