Market Analysis
Core modulesMarketing within the energy industry has many challenges as competitors seek to create brand differentiation with a largely homogeneous product. Experience shows that the most important stages of the marketing process are the market analysis and strategy stages, yet most organisations spend too little time on these tasks. Without an understanding of the energy marketplace, core trends, competitive pressures and evolving customer needs & regulation it is not possible to develop effective marketing strategies or business plans within the energy industry.
By treating marketing as an analytical process, in this module you will review strategic decisions in the areas of: which opportunities to pursue, target market strategy, competitive advantage, brand positioning and the specification of tactical programmes designed to create a compelling proposition in the energy marketplace.
Topics covered include:
- The uses and misuses of marketing
- Developing a market-led customer focus
- Energy market forces, the marketing environment, and key business drivers
- Identifying organisational capabilities and strengths
- Customers' angst, needs, and expectations
- The identification of a plausible competitive advantage
- How to prioritise future target markets and target the 'right' customers
- The challenges of creating of a fully differentiated brand positioning
- Staying ahead in dynamic markets
- Managing effective marketing programmes
- Benchmarking performance
- Ethical decision-making in strategic marketing.
