Workshop: Advanced Intelligence Toolkit for Strategic Decision Making

Luis Madureira

Portugal

Abstract

The aim of this workshop is to train CI practitioners in developing, providing and communicating insights and intelligence, not merely data or just information. These will serve as inputs to support strategic decision-making, strategy formulation, or even, strategic recommendations. Delegates will use the tools and techniques along the 'Intelligence Cycle' and 'Intelligence Funnel' at different business and organization levels. A real-life case study will be used to illustrate these techniques. This process intends to integrate the tools, techniques and its outputs rather than provide stand alone analysis. Several analytic tools will be applied during this process, namely: PESTEL analysis, 5-forces industry analysis, profit pools analysis, 4-corner and competitor likely future direction, McKinsey’s 7S analysis, scenario planning, product portfolio and communication analysis, competitive positioning and 'Strategic Clock', generic strategies, and others.

Key topics

  • Know what tool and techniques to use in a certain to grasp a good understanding of the full competitive landscape
  • Know how to use and combine tool, techniques and models
  • Support strategic decision-making, strategy formulation or develop strategic recommendations
  • Train skills for integrative thinking, analysis and insights

 

Speaker profile

Marketing Master and Economics Bachelor at NOVA School of Business and Economics. Vast experience in Fast Moving Consumer Goods in companies like Diageo, Coca-Cola, PepsiCo, Red Bull, United Coffee and Heineken for the last 16 years in Leadership roles in Marketing, Trade Marketing, Sales, Advisory and Intelligence at both National and International levels. He also set up his own consultancy boutique in Brand Building, überbrands, and is the Co-Founder of CPCI - The Portuguese Community of Competitive Intelligence - participating for the development of the discipline as Speaker in CI International Conferences and as Invited Professor in Masters of Competitive and Marketing Intelligence presently being held in Portugal and Spain.