Overview
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.
Syllabus
- Welcome!
- 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.
- Industry Analysis
- In Week 2, you will learn industry analysis, including market potential, risk and competition intensity, and value chain analysis.
- Competition Positioning
- 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.
- Enterprise Diagnosis
- 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.
Taught by
Yao Zhao