Advanced Certification Courses – CIP™II – Course 7

Faculty: Edson Ito

Perform competitive cost analysis based on the Value Chain framework and give your management in-depth numerical insights on its competitive (dis)advantage.


How can Dell can be so profitable in an area normally not very appealing? CI analysts needs frequently to explain the competitive advantage of a competitor. How can he actually do this? The proper answer can can only come from a Value Chan Analysis (VCA), which closely analyse the chain of activities performed by a company in order to identify with precision (and numerically) the sources of diferentiation and the cost-value advantages. Understand the value chain of a competitor means to understand precisely the value of your strategic diferential. The same is true for understanding the threats to the own company’s position. You will learn how to:

  • Understand the real strategic differences in value chain activities between your company and its competitors
  • Identify major cost drivers for competitors’ advantage
  • Understand the various sources of sustainable and non-sustainable competitive advantages
  • Replace SWOT with a significantly more sophisticated framework
  • Use a numerical analysis to identify threats to your company’s position
  • Assess which benchmarking has a chance to succeed and which is just a waste of money

You will learn how to . . .

  • Identify significant change drivers and determine their plausible impact on the firm’s current positioning
  • Learn methods for developing different “futures” for your company, thereby offering your management potent strategic options
  • Build scenarios, based on first-hand case studies drawn from actual Fuld & Company client engagements.
  • Use the results of Scenario Analysis to craft resilient competitive strategy despite being faced with highly uncertain competitive conditions.
  • Apply Scenario Analysis as a fundamental building block for your early warning system

The mission of ACI is to help companies and managers compete more effectively via the superior use of the competitive intelligence perspective. The Fuld-Gilad-Herring Academy of Competitive intelligence is the only educational institution in the space of CI training to be accredited as an Authorized Provider by the International Association for Continuing Education and Training (IACET).