American Management Association Seminars

Seminar No: 05503 -XNBB
CEU Credits: 1.8
Length: 3 days

Learn how to stay a step ahead of trends and competitors!

A winning competitive strategy is founded on consistently understanding and predicting changing market conditions and customer needs—and outperforming your competitors in serving those needs.

This three-day seminar helps you apply the skills and apply tools to master this "outside-in" thinking approach—and ensures that you stay on top of trends and competitors. You’ll leave this seminar equipped with the tools to expand your market leadership—and protect your market share!

Marketing and product managers, directors and vice presidents of marketing, brand managers and advertising professionals. Note: To maximize benefits from this course, attendees should already have an understanding of marketing basics.

How You Will Benefit:

  • Recognize global changes in the competitive landscape
  • Identify—and capitalize on—your company’s competitive advantages and core competencies
  • Rapidly assess competitive market opportunities, using cost-effective research tools
  • Assess your competitors’ relative strengths and weaknesses to carve out competitive space
  • Develop a successful strategic marketing plan
What You Will Cover
  • What you need to know about competitive advantage
  • Strategies for market leaders, challengers and niche players
  • Benchmarking your company against competitors
  • Internal and external analyses to identify competitive opportunities
  • Conducting competitive research and intelligence
  • Creating a competitive marketing plan
  • Why some strategies fail—and what to do about it

Extended/Detailed Seminar Outline

Learning Objectives

  • Recognize Global Changes That Impact the Competitive Position of All Industries Today
  • Identify-and Capitalize on-Your Company’s Competitive Advantages and Core Competencies
  • Rapidly Assess Competitive Market Opportunities, Using Cost-Effective Research Tools
  • Track, Monitor, Predict-and Rapidly Respond to-Competitor Moves
  • Focus Resources on Market Opportunities That Best Match Your Competitive Strengths
  • Assess Your Competitors' Relative Strengths and Weaknesses to Carve Out Competitive Space
  • Gain the Tools and Templates for Developing a Successful Strategic Marketing Plan
The Context for Strategy
  • Define What Competitive Strategy Means for the Purposes of This Learning Experience
  • Understand the Concept and Importance of Outside-in Thinking in Strategy Development
  • Review Global Trends That Are Changing the Competitive Landscape for All Business
  • Identify the Business Drivers within Your Company That Are Placing a Greater Emphasis on Competitive Strategy Development
Competitive Advantage and Industry Structure
  • Understand the Concept of Competitive Advantage
  • Identify the Three Arenas of Competitive Advantage
  • Understand the Impact of Shifts in Industry Structure on Developing Competitive Strategy
  • Understand the Process and Significance of Scenario Building
  • Review How a Best-Practice Company Defines Competitive Advantage
Competitive Position and Strategy Options
  • Understand Competitive Market Positions and Impacts on Strategy
  • Understand Competitive-Strategy Options, and When They Should Be Employed to Improve Your Competitive Position in the Market
  • Review the Tactics That Support Strategy Options
  • Review the Competitive Moves of a Best-Practice Company
Situational Analysis-External Environment
  • Review the Process of External Environment Scanning to Identify Areas of Opportunity and Potential Threats or Risks
  • Identify the Key Questions to Be Answered in Assessing External Environment Factors
  • Understand Various Market-Segmentation Methods
  • Understand How to Apply These Tools to Your Own Company Situation
Situational Analysis-Internal Environment
  • Review the Components of an Internal Environmental Scan to Identify Company Strengths and Problem Areas
  • Understand How to Conduct an Internal Environment Scan for Your Own Company
  • Understand and Apply the Concept of Internal Core Competencies
Competitive Research and Intelligence
  • Review Competitive Research Tools and Methods
  • Review and Discuss Sources of Competitor Information, Including New Electronic Information Sources
  • Identify How to Track and Interpret Competitor Moves
  • Discuss Ways to Organize, Synthesize, and Communicate Competitive Research Findings
Narrowing Competitive Focus
  • Learn How to Prioritize Growth Opportunities Based on Outside-In Strategic Thinking
  • Review How to Identify Opportunity-Evaluation Parameters, Importance Weighting, and Criteria for Rating Each Parameter
  • Review and Apply the GE Business Screening Tool, Which Is Designed to Identify Projects That Optimally Balance External Market Attractiveness with Internal Business Strengths
Increasing Competitive Value
  • Review the Concept of Competitive Differentiation
  • Use Competitive Benchmarking Techniques to Find Unoccupied Competitive Space
  • Review Differentiation Strategies to Enhance Customer Perception of Your Value Proposition
  • Discuss the Concept of Creating Value from Supply Chain Management
Competitive Moves and Countermoves
  • Analyze a Competitive Marketing Plan
  • Analyze and Predict Competitor Moves
  • Make a Team Recommendation for Marine Nutritionals Inc.
Why Strategies Fail and What to Do
  • Recognize Common Reasons for Strategy Failure and How to Avoid Them
  • Recognize Methods for Improving Planning Effectiveness
Bringing It All Together
  • Apply the Concepts and Tools from the Seminar to Develop a Competitive Marketing Plan for a Real Company Drawn from One of Three Teams
  • Complete a situation Analysis, Develop Strategy Alternatives and Assumptions, and Develop Strategy Alternative Recommendations
  • Make a 10-15 Minute Presentation of Your Findings, the Strategic Alternatives Developed, Your Assumptions, and Your Recommendations to the Company

Start and End times: first day - 8:30am-5pm, all other days 9am-5pm unless otherwise specified. Your registration confirmation notice will confirm the hotel/conference center for the seminar for which you registered. The information included on this page is all the information available on this seminar. Please use form below to register only. To request information that is not included above please send an email to . Remember to specify the complete seminar number about which you are requesting information.

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** Online Registration & Fee Information ** Please use form below to register only. To request information that is not included above please send an email to . Remember to specify the complete seminar number about which you are requesting information.

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AMA's main conference centers
Seminars scheduled for the cities below are held at the locations listed below. For location information for other cities in which AMA seminars are held please call or email for information.

New York
AMA executive Conference Center
1601 Broadway New York, NY 10019
American Management Association (Located in the same building as the Crowne Plaza Hotel) 1601 Broadway On Broadway and 48th Street near Times Square. Entrance is on 48th Street.

AMA executive Conference Center (adjacent to the Marroitt O'Hare)
8655 west higgins rd
Chicago, IL 60631

San Francisco
AMA executive Conference Center is located in San Francisco Marriott Hotel
55 Fourth Street 2nd Level
San Francisco, CA 94103

AMA Executive Conference Center
Address: 1170 Peachtree Street Ne Cnr Peachtree & 14th (3rd Flr)
City, State, Zip: Atlanta, GA 30309

Washington, DC
Arlington, Virginia
2345 Crystal Drive, Suite 200
Arlington, VA 22202

If you are not paying via credit card, you will receive an invoice with payment instructions.

Cancellation Policy:
If you cannot attend a seminar you can contact AMA in advance to transfer to a future session, or you can send someone to take your place. If you need to cancel your attendance, AMA will give you a complete refund if you cancel more than three weeks before your seminar begins. To cancel, simply email us at . If you cancel with less than three weeks’ advance notice, you will be liable for the entire seminar fee. Once your payment has been received, you may request a courtesy transfer to use at any future AMA seminar of equal or lesser length. The courtesy transfer must be used within one year of the date of your originally scheduled seminar. In fairness to all attendees, if you do not attend a seminar session for which you are confirmed and do not contact AMA to cancel in advance, you will be charged the entire seminar fee.

AMA grants courtesy transfers to people who cannot attend their scheduled sessions. You can use a courtesy transfer for any seminar of equal or lesser length than the original seminar. You must use your courtesy transfer within one year of the date of your originally scheduled seminar.

AMA guarantees the quality of our seminars. If, for any reason, you are not satisfied with a seminar for which you have paid, AMA will give you credit toward another seminar of comparable price or will refund your fee.

You can also register by emailing your registration information to us at or calling us at 919-480-2550.

For additional information and schedules call 919-847-0331.

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