Business Intelligence and Competitive Analysis

Rutgers the State University of New Jersey

Business Intelligence and Competitive Analysis

This course is part of Supply Chain Analytics Specialization

Instructor: Yao Zhao

What you'll learn

Industry analysis: industry trend, risk, and competition intensity, value chain analysis.
Competition positioning: where does the company stand in the competitive landscape? Abnormalities and alarms.
Enterprise diagnosis: strengths and weaknesses, performance drivers and levers, breakdown analysis to identify the problems and causes.

Skills you'll gain

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Assessments

4 assignments

Taught in English

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This course is part of the Supply Chain Analytics Specialization

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There are 4 modules in this course

By the end of 2019, it is clear that American Airlines (AAL), the world’s largest airline group and a SP500 company, is in trouble. With the growth rate of its stock price ranked at the bottom of all major US airlines and going in the opposite direction from the SP500 index, AAL needs to find out what is going on, and how to turn the company and its stock price around.

Addressing the challenge faced by AAL may well be a large-scale management consulting project. To start, business intelligence and competitive analysis (or competitive intelligence for short) is required to discover the problems and opportunities for the company which lay the foundation for the turning-around strategies. In this course, you will gain the knowledge and skills to combine data, analytics models and visualization tools for effective and efficient competitive intelligence. Upon completion of the course, you should be able to conduct competitive intelligence on companies of your choice as a management consultant. Note: To gain hands-on experiences in competitive intelligence via data analytics, you need to get into action. To this end, this course utilizes an external website (free) for you to practice the skills learned.

Welcome to Business intelligence and competitive analysis (or competitive intelligence for short)! In Week 1, you will learn the story of American Airlines Group, the challenges it faces, and the framework of competitive analysis. You will get a feel of competitive intelligence through a comparison of the world’s major economies.

What's included

12 videos3 readings1 assignment1 discussion prompt

12 videosTotal 55 minutes

From American Airlines to Competitive Intelligence5 minutesPreview module
Topics and Weekly Preview5 minutes
Why Benchmarking?6 minutes
Industry Classifications7 minutes
The Largest, Most Valuable, and Fastest Growing Economies6 minutes
Leading Countries by Industry1 minute
Industry Trend and the Impact of COVID-19 Pandemic2 minutes
The Most Prosperous Regions by Country2 minutes
The Most scalable (Easy Money) and Valuable Industries4 minutes
Cross Country Enterprise Ranking: Largest vs. Most Valuable Companies3 minutes
Financials Driving Stock Market Performance5 minutes
Global Value Chains: The Most Value-added Segments3 minutes

3 readingsTotal 120 minutes

Is this course right for me?45 minutes
Industry classifications & company KPIs45 minutes
Competitive intelligence: history and prospect30 minutes

1 assignmentTotal 30 minutes

Competitive Intelligence Introduction Quiz30 minutes

1 discussion promptTotal 30 minutes

Choose companies and find their classifications30 minutes

In Week 2, you will learn industry analysis, including market potential, risk and competition intensity, and value chain analysis.

What's included

11 videos3 readings1 assignment1 peer review

11 videosTotal 55 minutes

Market Potential, Growth and Profitability10 minutesPreview module
Market Risk Analysis6 minutes
Concentration and Competition Intensity4 minutes
Value Chain Analysis I: Focused Study3 minutes
Value Chain Analysis II: Comprehensive Study2 minutes
Data and software tools: overview7 minutes
Screenshots: Create A New Project2 minutes
Screenshots: Business GEOINFO5 minutes
Screenshots: Industry Analysis and Enterprise Diagnosis5 minutes
Screenshots: Navigator and Supply Chain Mapping4 minutes
Screenshots: Preview, Search and Cite2 minutes

3 readingsTotal 70 minutes

Market potential, risk and competition intensity30 minutes
Value Chain Analysis30 minutes
Data and Tools10 minutes

1 assignmentTotal 30 minutes

Industry Analysis Quiz30 minutes

1 peer reviewTotal 90 minutes

Industry Analysis Mini-Project90 minutes

In Week 3, you will learn how to position a company within an industry to find out where the company stands in the competitive landscape.

What's included

4 videos3 readings1 assignment1 peer review

4 videosTotal 13 minutes

Where do I stand in the competitive landscape?4 minutesPreview module
Profit Frontier, Risk vs Return4 minutes
Enterprise Ranking3 minutes
KPI Examination2 minutes

3 readingsTotal 100 minutes

Competition positioning30 minutes
Enterprise Rankings30 minutes
From Physical Examination to KPI Examination40 minutes

1 assignmentTotal 30 minutes

Competition Positioning Quiz30 minutes

1 peer reviewTotal 90 minutes

Competition Positioning Mini-Project90 minutes

In Week 4 (final week), you will learn enterprise diagnosis - a company level analysis, i.e., benchmarking individual companies to discover their strengths and weaknesses, identifying performance drivers and levers, and through a breakdown analysis of revenue or assets, discovering the key issues and the causes.