Intermediate Courses

Opportunity & Supply Market Analysis

This intensive one-day workshop explores internal analysis, market analysis and total cost analysis at an intermediate level.


This workshop aims to equip participants with an introduction to two phases of the category management framework – market analysis and cost analysis. It explores roles, tools, techniques and methods category managers use to add value to these phases.

This course is designed for

The workshop will benefit those who are involved in the sourcing or category management process, and who need to undertake internal analysis, market analysis and/ or total cost analysis as part of their role in sourcing or category management.

Course structure

There will be pre- and post-workshop activities totalling about 90 minutes additional workload, as the workshop is founded upon 70/20/10 principles. The pre-workshop activity will stimulate thought about the role of a category manager in contributing to organisational results. The workshop will be led by an experienced facilitator, and will include nine sessions involving exercises, case studies, presentations and facilitated discussions. The post-workshop activity will seek to reinforce the learning and to maximise the transfer of knowledge from the workshop to the workplace.

Benefits of attending

Attendance will help raise understanding of the category management process and the tools that may be used to undertake market analysis and total cost analysis.

As well as this participants will gain three key benefits from attending:

  1. More understanding of the importance of category management to deliver better outcomes
  2. More understanding of the tools and other resources available to support category managers
  3. Less likelihood of the category management process failing to realise the planned benefits

Key learning outcomes

  1. Describe the category management framework and identify the ways in which value may be created (or lost) through effective (or ineffective) category management
  2. Describe key tools of market analysis and relate understanding of market dynamics to effective category management
  3. Describe the total cost of ownership and relate the approach to the role and contribution of the category manager
  4. Describe how the use of tools contributes to a reasoned basis upon which to develop transparent and defensible category management plans


Course Content


The category management process in overview

  • How is category management different to sourcing and procurement?
  • The category management framework
  • How category management can deliver better outcomes

Establishing the fact base; internal analysis

  • Understanding our stakeholders
  • Spend analysis
  • Demand analysis
  • Outcomes and priorities for the customer

Establishing the fact base; external analysis

  • Attributes of markets
  • Understanding market dynamics
  • Describing supply markets

Tools of market analysis 1/2

  • SWOT analysis in overview
  • Porter’s Five Forces analysis in overview
  • PESTLE analysis in overview

Tools of market analysis 2/2

  • Supplier perception analysis
  • Market analysis
  • Value chain analysis options

Total cost analysis

  • Building a total cost model
  • Value levers
  • Ideas to reduce total cost

Practical examples of reducing total cost

  • Examples of demand management
  • Examples during sourcing
  • Examples during contract management

Strategy development

  • Developing options
  • Selecting strategies
  • Contract financial administration

Category management challenges

  • Tool library
  • Key tools and their application
  • Tips, tricks and traps
  • Challenges of managing categories across agencies
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