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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.

311 enrolled on this course

Competitor Analysis: From Business Level Strategy to Organisational Structures

311 enrolled on this course

  • 2 weeks

  • 5 hours per week

  • Digital certificate when eligible

  • Introductory level

Find out more about how to join this course

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 Week 2

      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.

When would you like to start?

Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.

  • Available now

Learning on this course

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 course 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.

You can enhance your learning experience by following related courses, designed by Coventry University:

Who developed the course?

Coventry University

Coventry secured 5 QS Stars for Teaching and Online Learning in the QS World University Ranking 2020 and has received No. 1 in the world for Massive Open Online Courses in MoocLab’s World University Ranking 2021.

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Ways to learn

Choose the best way to learn for you!

Buy this course

$109/one-off payment

Fulfill your current learning need

  • Access to this course
  • Learn at your own pace
  • Discuss your learning in comments
  • Printed and digital certificate when you’re eligible

Subscribe & save

$349.99 for one year

Automatically renews

Develop skills to further your career

  • Access to this course
  • Access to 1,000+ courses
  • Learn at your own pace
  • Discuss your learning in comments
  • Digital certificate when you're eligible

Cancel for free anytime

Limited access


Sample the course materials

  • Access expires 7 Jul 2024

Find out more about certificates, Unlimited or buying a course (Upgrades)

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