Upon completing this course you will have a comprehensive understand of why market analysis is required, when to complete market analysis and how apply the various techniques to category management and procurement strategy. You will be able to;

1. Back up your category plans with figures, data, and facts, and therefore provide a convincing category strategy.

2. Recognise market potential and buyer’s power at an early stage and avoid making the wrong decisions.

3. Identify any existing knowledge gaps and fill them in on time.

4. Understand what kind of competition forcefield is on the market.

5. Identify the innovations and opportunities and mistake-proof your category strategy.

6. Understand the supplier’s business better than their sales person.