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Competitor Analysis: From Business Level Strategy to Organisational Structures

Discover how to implement successful corporate level strategy and robust organisational structures through competitive analysis.

Competitor Analysis: From Business Level Strategy to Organisational Structures
  • Duration

    2 weeks
  • Weekly study

    5 hours
  • 100% online

    Learn at your own paceHow it works
  • Included in an ExpertTrack

    Course 3 of 5
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    $39/monthFind out more

Explore competitor analysis and enhance your decision-making skills

What is competitor analysis, and how can it help businesses outperform their rivals? Understanding your competition is vital to surpassing them. This two-week, 360-degree course will explain how.

Competitive analysis can be defined as identifying a businesses major rivals and researching their products, sales, and marketing strategies. The right competitive analysis framework and tools can play a major part in planning your future business strategies and decision-making.

Explore the different types of organisational structures

In this course, you’ll have the opportunity to get to grips with understanding organisational goals and values, and why it’s important to think of your competitors as stakeholders. You’ll also explore the different types of organisational structures, such as the ‘lean pyramid’.

Use competitor analysis tools such as stakeholder mapping

Find out how you can easily perform competitive analysis by using the right tools. Although many tools target a particular niche, more generic tools can be used to analyse multiple areas of a competitor and their strategies to give you an overview of their efforts, allowing you to see potential avenues for growth.

Understand business-level strategy and strategic management

Business level strategies provide a way to add value to customers by exploiting a firm’s core competencies. In this course, you’ll examine how such strategies can help a company gain the competitive advantage in the marketplace.


  • Week 1

    Organisation Goals and Values

    • Welcome to the course

      Learn about how we define the success or failure of a business. Does having a good strategy in place play an important influence on whether a company succeeds or not?

    • Organisational value and stakeholders

      Let's start by asking the question: who are we working for? You will begin by looking at two approaches, the stakeholder approach and the shareholder approach. You will then explore the concept behind stakeholder mapping.

    • Organisational vision and mission

      Understand an organisations ethos by unpicking their mission and vision statements. Explore the importance of the differences between the vision and mission of a company to which it aspires towards.

    • Summary activities

      Bring all your learning together to conclude this week's activities, and take time to reflect. What key aspects of this week interested you most? Are there any further areas to explore in building up your understanding?

  • Week 2

    Strategic Actions – Business-level Strategy

    • Welcome to the course

      Welcome to Week 2 of this short course on Competitive Analysis in which you will learn how we define and understand the aims of business-level strategy. You will then compare and evaluate two different business models.

    • Lean organisational pyramid

      Decision-making in traditional organisations is top-down and very hierarchical.

    • Generic strategy

      Understand generic strategy and how this is demonstrated within a business-level strategy. You will then learn about how the different types of business level strategy appear as examples of real business models.

    • Bowman's Clock

      By illustrating a variety of strategic options, Bowman’s Clock helps a firm to position itself in the target market.

    • Summary activities

      Time to reflect on your learning so far. Check your understanding and capture your thinking on aspects you have learned with new areas to further research. Search the Coventry University Library Locate area for useful resources.

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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Learning on this course

You can take this self-guided course and learn at your own pace. On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Discuss the nature and importance of competitive analysis
  • Evaluate different strategies for identifying competitors’ strengths and weaknesses

Who is the course for?

This ExpertTrack is designed for intermediate-level business managers and students to gain more knowledge about strategy and globalisation. This course aims to equip you with the concepts, framework and techniques needed for better environmental scanning.

Who developed the course?

Coventry University

Coventry secured gold in the UK Government’s 2017 Teaching Excellence Framework (TEF) and is University of the Year for Student Experience in The Times & The Sunday Times Good University Guide 2019.

  • Established

  • Location


About this ExpertTrack

Discover the fundamentals of business strategy, business models and strategic management, and work on your decision-making skills.

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After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
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Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps, but you can complete them as quickly or slowly as you like
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  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

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  • Experience the power of social learning, and get inspired by an international network of learners
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Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
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  • Complete 90% of course steps and all of the assessments to earn your certificate

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