YOUR PROJECT OUTCOME
An updateable competitive dossier with an alternatives map, source register, three scenarios and a reasoned strategic decision.
Who it is for
Entrepreneurs, brand managers and consultants interpreting market developments and assessing opportunities for differentiation.
What you need to start
A clearly defined market and strategic question. Basic familiarity with spreadsheets and web research; access to confidential competitor information is not required.
The curriculum
01Defining the competitive landscape
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Define direct competitors, substitutes, in-house solutions and non-consumption. Use AI to suggest an initial map, then verify it through sources and inclusion criteria.
02Sources and verifiable signals
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Collect public information on offers, prices, launches and channels. Record dates, provenance and limitations; verify every citation and distinguish announcements from outcomes.
03Comparing offers and messaging
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Create a comparable matrix and use AI to classify promises, evidence and language. Check classifications manually and flag missing information rather than filling it by inference.
04Monitoring and updates
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Design a recurring AI collection and synthesis process with permitted sources, deduplication and human review. Define which changes warrant further investigation.
05Scenarios and differentiation hypotheses
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Develop three strategic scenarios and challenge them through AI-supported critique. Assess competitive responses, imitability and resource requirements without treating competitors’ intentions as certain.
06The strategic decision
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Present an executive dossier with evidence, implications and a market test. Separate observed signals, recommendations and the evidence still required.
The final project
An intelligence system covering at least five competitive alternatives: source register, current comparison matrix, a verified AI briefing and three strategic scenarios.
Planned assessment criteria
Planned review criteria include source reliability, data comparability, traceability of AI synthesis and decision value. Unavailable information remains explicit; future competitor behaviour is treated as a hypothesis.
Tools and materials
- AI assistants with verifiable citations
- Competitors’ public sources
- Competitive intelligence worksheet
- Update and review register
Listed tools are examples, not partnerships. Access requirements and possible additional costs will be specified before enrolment.
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