商业分析的思路和流程 课程内容 尼尔森大学大中华区 2012 课程

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1 尼尔森大学大中华区 2012 课程 商业分析的思路和流程 如何从数以万计的数据信息中, 寻找它们的价值? 如何有机地结合数据信息和企业的策略, 为企业面临的问题提出解决方案? 对在公司中负责数据分析的年轻营销和销售专业人士来说, 如何理清思路, 找到问题的关键, 不是一件容易的事情 然而, 分析数据的技能是从市场情报中得到投资回报的重要因素, 甚至是公司的核心竞争力所在 目标 本课程旨在通过引入简单却有力的分析方法, 迅速提高初中级销售和市场团队成员的分析能力 对象 受益 通过本课程您将得到 搭建分析过程的框架 品牌管理 市场营销和销售业务团队的主任, 分析师和管理培训生 课程内容 明确问题的核心及 SWOT 分析法问题破解流程宏观及微观分析如何解决常见的营销问题, 包括市场趋势分析, 竞争环境分析, 价格和分销策略分析沟通及演讲能力 如何有机地结合数据信息和企业的策略, 找到问题的原由识别问题 了解根本原因和提出建议的整体过程如何分析常见的业务问题 ( 从行业趋势 竞争态势, 价格到分销 ) 成功的演讲方式 关于尼尔森 尼尔森 ( 纽约证券交易所股票代码 :NLSN) 是全球首屈一指的资讯和洞察公司, 提供市场营销和消费者资讯以及电视 互联网 移动等媒体监测和研究 尼尔森业务遍布全球 100 个国家和地区, 总部位于美国纽约和荷兰 如需详情, 请登录尼尔森全球网站

2 尼尔森大学大中华区 2012 课程 课程安排 第一天 上午 下午 进行市场分析时需要考虑什么? 如何获取分析所需的信息问对问题是解决问题的一半 ; 如何明确所要解决的问题? 分析思路和流程如何进行宏观环境分析如何进行品类趋势分析如何深入开展数据分析 第二天 上午 下午 运用态势 (SWOT) 分析法找出问题分析以下常见业务问题时的窍门和要避免的误区品类增长和产品发展趋势销售份额变动分析以下常见业务问题时的窍门和要避免的误区价格分销如何进行出色的演讲课程总结 课程主任 Craig Houliston 先生现居北京, 领导着尼尔森零售研究部门, 服务在华跨国企业 在这之前, 他就职于尼尔森英国分公司, 为食品, 烟酒和日化行业的跨国企业提供市场研究和咨询服务 Craig Houliston 先生的研究专注于零售跟踪调查, 消费者跟踪调查以及相关行业分析和咨询 Craig Houliston 高级经理零售研究部尼尔森公司

3 尼尔森大学大中华区 2012 课程 收费 课程费用为人民币 4,800 元, 包括学费 会议设施费 茶点费 午餐费 文具费和其他相关材料费 日期 / 语言 / 地点 上海 :2012 年 5 月 7 日 - 8 日汉语授课 / 上海万怡浦西酒店 ; 上海市恒丰路 338 号 广州 :2012 年 6 月 7 日 - 8 日汉语授课 / 广州中国大酒店 ; 广州市流花路 122 号 北京 :2012 年 5 月 24 日 - 25 日汉语授课 / 北京丽亭酒店 ; 北京市金宝街 97 号 撤销席位 开课前 15 日 ( 含第 15 日 ) 之前取消课程, 将退还全部学费 因为退款所发生的费用由学员 / 学员企业承担 在开课前 15 日之内取消课程, 将收取应付学费总额的 20% 开课后, 学员因任何原因自行退出学习, 学费概不退还 * 尼尔森保留对课程信息 ( 包括价格 日期 地点 师资 课程安排和其他细节等 ) 进行调整的权利 联系方式 尼尔森公司尼尔森大学客户服务部地址 : 上海市延安东路 618 号东海商业中心 2 楼邮编 : 电话 :(86 21) 邮箱 :NU-Info@nielsen.com 网站 : 法律声明版权 2012, 尼尔森公司 版权所有, 尼尔森和尼尔森的 logo 是 CZT/ANC Trademarks, L.L.C. 商标或注册商标 尼尔森大学 并非学术教学机构, 而是尼尔森公司内部向客户提供有关市场研究和市场营销相关培训的部门

4 Nielsen University Greater China 2012 Curriculum The Analytic Process How to find out the meaning of millions of data points and dozen types of information, and use them to support business decision? This is not intuitive with young marketing and sales professionals, who are responsible for data analysis in many companies. The analytic skill is a key element to the return-on-investment of market intelligent and even a core competence of a company. Training Objective This program is designed to quickly improve the analytic skills of the middle and junior sales and marketing team members by introducing a simply but powerful analytic process. Who should attend? Executives, analysts and management trainee of brand management, marketing and sales operation teams Program Coverage Issue identification and SWOT analysis Problem solving process Macro and micro market analysis Ways to analysis common business issues, including market trend, competition analysis, price and distribution Communication and presentation skills Program Benefits Participants in the programme will learn: The framework of analytic process Linking the marketing theories and business issue with data analysis The thought process of issue identification, root cause analysis and recommendations How to analyse the common business issues, from category trends, to price and distribution Ways to deliver a presentation successfully About Nielsen Nielsen Holdings N.V. (NYSE: NLSN) is a global provider of information and insights company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit

5 Nielsen University Greater China 2012 Curriculum Program Schedule Day 1 Day 2 Morning Afternoon Morning Afternoon What to consider when conducting market analysis How to obtain the information for market analysis Define the business issue to be solved The analytic process How to conduct macro environment analysis The category review funnel The path through data Issue identification The SWOT analysis The common type of business issues and the do and don t when analyzing them Category growth and product trends Sales share movements The common type of business issues and the do and don t when analyzing them Price Distribution Tips to deliver excellent presentations Program summary and closing Program Director Craig Houliston is currently Retail Measurement Services Senior Manager with over 4 years experience with Nielsen in Europe and Asia. He began his career at Nielsen in Nielsen UK managing global and local FMCG clients. He has analyzed and managed Food & Beverage categories, HPC and Tobacco. After relocating to Nielsen China last year, he manages a team in Beijing that services global FMCG accounts. His areas of expertise lie in Retail Measurement Tracking, Consumer Panel and Analytic Consulting. Craig Houliston Senior Manager Retail Measurement Services Nielsen China

6 Nielsen University Greater China 2012 Curriculum Fee The cost of the programme is RMB 4,800, which includes tuition, meeting facilities, tea breaks, lunches, stationary and other course materials. Date / Language / Venue Shanghai:May 7-8, 2012 / Chinese / Marriot Courtyard Shanghai Puxi Hotel, 338 Heng Feng Rd, Shanghai Guangzhou: Jun 7-8, 2012 / Chinese / China Hotel, 122 Liu Hua Rd, Guangzhou Beijing: May 24-25, 2012 / Chinese / The Park Plaza Beijing Hotel, 97 Jing Bao Street, Beijing Cancellations Any cancellation made 15 days or more prior to the programme start data is eligible for a full refund of programme fees paid. However, the expenses arising therefrom shall be for the account of the applicant or his/her employer. Any cancellation made less than 15 days prior to the programme start date shall be subject to a fee of 20 percent of total programme fees. After the proramme starts, no fees shall be refunded for participants who withdraw from the programme for any reason. * Nielsen reserves the right to amend information on this programme including price, date, location, faculty, daily schedule and other details. Contact Information China Customer Service Team Nielsen University The Nielsen Company 2F, East Ocean Center, 618 Yan An East Road, Shanghai, , P.R.C. Tel: (86 21) NU-Info@nielsen.com Website: Legal statement Copyright 2012 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Nielsen University is not a registered academic institute and is a department of The Nielsen Company providing client related training on market insights and sales & marketing management.