Market Analysis for Finance Professionals

Market analysis is not just about the application of analytical techniques to reams of data. So often people say ‘we need more data’, when there is no more available. At some point a judgement has to be made. While a market understanding must be based on fact, quantitative market research is not some fundamental route to truth and enlightenment. Much of it can be contradictory or incomplete and is only as good as the questions posed and the way they are asked. There is always room for personal judgement, based on qualitative research, experience and gut feeling. In fact, these are more important than choosing between two numbers. This course should help give you the confidence to make those judgements.

This course is about creating a robust framework for carrying out market analysis. It is a mixture of business strategy, marketing analysis and market research.

• Break their market down into smaller segments
• Understand the partner quadrant
• Explore the different ways to classify a market
• Use marketing to maximise growth
• Explore the competitive market

Define the markets
• How well do I satisfy customer needs?
• How big is my competitive advantage?
• How do I identify competitor goals and strategies?
• What are my chances of success with new products and new markets?
• How do I assess a market for a new product?
• What are recovery plays?

Where do you stand with customers?
• How do your customers view your business?
• What is the commodity quadrant?
• What is the price down quadrant?
• What is the manage risk quadrant?
• What is the partner quadrant?

Competitive intensity
• How does competition impact on price and profitability?
• Porter’s five forces: competitors
• Porter’s five forces: substitutes
• Porter’s five forces: buyers/customer
• Porter’s five forces: new entrants
• Porter’s five forces: suppliers
• How else can you classify a market?
• Can the product lifecycle help check pricing assumptions?
• Can I forecast longer term price levels?
• What are the implications of mature markets?
• Testifying at trial

Market size and growth
• How do you size a market realistically?
• What approaches are there to market sizing?
• How do I decide on the best approach for sizing my market?
• How do I calculate market growth?
• What approaches are there for forecasting market size?

Ability to compete
• How well do I satisfy customer needs?
• How big is my competitive advantage?
• How do I identify competitor goals and strategies?
• What are my chances of success with new products and new markets?
• How do I assess a market for a new product?
• What are recovery plays?

This course is designed to appeal to people working in the accounting and finance industry at all levels.

Those in this industry who are new to management or preparing to take on a more strategic role will find that this course provides invaluable guidance.

More experienced accountants or finance managers will value the opportunity to spend time brushing up on their skills and refreshing their approach to market analysis.