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Telecoms Market Analysis and Evaluation

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Context and role of telecoms market analysis

Corporate objectives and the contribution of marketing
The consequences of market analysis failure
Strategy development: theory and reality
The market analysis funnel
The role of market analysis

Telecoms environmental analysis

Defining the telecoms marketing environment
Key questions for telecoms environmental analysis
Frameworks for environmental analysis
Assessing the impact of key macro-environmental trends inside and outside telecoms
Finding and validating environmental data
Impact of environmental analysis on marketing strategy development

Telecoms customer analysis

Sources and validity of customer data
Key questions for telecoms customer analysis
Analysing existing customers
Consumer and business customer behaviour and influences
Analysing customer motivation, satisfaction and loyalty drivers
Customer information analysis techniques
Impact of customer analysis marketing strategy development

Competitor analysis

Finding and validating competitor data
Identifying direct and indirect competitors
Value chain/value system analysis
Knowing and anticipating competitors� strategies
Identifying competitors� sources of competitive advantage
Competitor SWOT analysis
Impact of competitor analysis on marketing strategy development

Evaluating telecoms market opportunities

The industry picture: five-forces analysis
The industry picture: scenario development techniques
Strategy development under market-based scenarios
Organisational SWOT analysis
Developing a market-based value proposition

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