Market Analysis For Procurement And Category Management

Lecture 1 covers the fundamental aspects of why you should perform market analysis.  This includes;

• Backing up your category plans with figures, data, and facts, and therefore provide a convincing category strategy.

• Recognising market potential and buyer’s power at an early stage and avoid making the wrong decisions.

• Identify any existing knowledge gaps and fill them in on time.

• Understand what kind of competition forcefield is on the market.

• Identify the innovations and opportunities and mistake-proof your category strategy.

• Understand the supplier’s business better than their sales person.

• Getting from “we think” to “we know” using research and analysis.

• Understanding the validity, reliability and accuracy of information.

Lecture 2 covers the fundamental aspects of when you should perform market analysis.  This includes;

• Market structures and what they look like.

• The different dimensions of a market and how to analyse them.

• Different market analysis characteristics.

• Information sources and when to use each different type of information.

• Example category strategies and how they integrate market analysis.

Lecture 3 covers the fundamental aspects of what tools and methods to use and how to analyse the information.  This includes;

• A “How to…” checklist.

• The different types of primary and secondary information sources.

• The different types of qualitative and quantitative information sources.

• Information collection methods including pros and cons of each.

• Application of market analysis to category tools such as;

  • Porters 5 Forces.

  • SWOT analysis.

  • PESTLE analysis.

An overview of what category management typically looks like in most big businesses.  Helping students to see the broader context of the market analysis skills covered in Lectures 1-3.  Part 1 of the overview covers a definition of category management and a high level summary of the typical tools used.  All content is via the PDF in the downloadable resources section. 

This is bonus material with the core paid for video course being contained entirely within Lectures 1-3.

An overview of what category management typically looks like in most big businesses.  Helping students to see the broader context of the market analysis skills covered in Lectures 1-3.  Part 2 of the overview covers a stakeholder and time management.   All content is via the PDF in the downloadable resources section. 

This is bonus material with the core paid for video course being contained entirely within Lectures 1-3.