Business Intelligence and Competitive Analysis

Overview

American Airlines (AAL), one of the world’s largest airline group and a SP500 company, is in trouble. With the growth rate of its stock price ranked at the bottom of all major US airlines, AAL needs to find out its key problems, the root causes, and how to turn the company and its stock price around. Addressing the challenge faced by AAL may well be a large-scale management consulting project. To start, business intelligence and competitive analysis (or competitive intelligence for short) is required to discover the problems and identify the causes for the company which lay the foundation for the turning-around strategies. In this course, you will gain the knowledge, skills and experience in data analytics / visualization and story-telling for effective competitive intelligence analysis. Upon completion of the course, you should be able to conduct competitive intelligence on companies of your choice like a management consultant. Note: To gain hands-on experiences in competitive intelligence via data analytics, you need to get into action. To this end, this course utilizes an external website (free) for you to practice the skills learned.

Syllabus

Welcome!

Welcome to Business intelligence and competitive analysis (or competitive intelligence for short)! In Week 1, you will learn the story of American Airlines Group, the challenges it faces, and the framework of competitive intelligence. You will get a feel of competitive intelligence through a comparison of the world’s major economies.

Industry Analysis

In Week 2, you will learn industry analysis, including industry potential, risk and competition intensity, and value chain analysis.

Competition Positioning

In Week 3, you will learn how to position a company within an industry to find out where the company stands in the competitive landscape.

Enterprise Diagnosis

In Week 4 (final week), you will learn enterprise diagnosis to discover a company's strengths and weaknesses, identify performance drivers and levers, and through a breakdown analysis of revenue, cost or assets, to discover the key problems and the root causes.