Forside > Arrangementer > Kurser > CM udd. engelsk

Market analysis

Market analysis is a part of the category management certification.

The aim of the course

Analyzing the market is a substantial part of creating a category strategy, but it is often one of the more difficult parts to implement, because data and information often are non-accessible.

The purpose of the course is to make the participants fit for implementing a well-organized analysis of the external environment that can be used for designing an effective category analysis.

This course will present a number of tools and methods that are necessary for a structured market analysis containing a political, economic, social and technological analysis (PESTEL), an industry analysis (Porter’s 5 Forces) and an analysis of the network wherein the category takes place.

Target group

Procurement analysts, procurement professionals, purchasers with responsibility for category and procurement leaders with responsibility for an entire procurement area. The course is also relevant for everybody who is a part of a category and/or sourcing team (i.e., quality, logistics, R&D and manufacturing employees).

Content of the course

  • We will take a look at tools and models for analyzing the development and current situation within different product categories and/or the industry.
  • Which methods can be used for collecting data and what are their pros and cons?
  • How is the competition developing? Is it an attractive industry to be a part of?
  • How do the different actors position themselves?
  • How do the power structures and terms within the industry look like?


It is an advantage if the participants know about category thinking in purchasing beforehand.

Teaching methods

The course will be based on a walk through the different tools for collecting market analysis together with a discussion of methods for collecting data and the issues connected to that.

Manager of the course

Morten Munkgaard Møller is cand. Merc and ph.d in supply chain management.

Morten has practical experience from among other LEGO System as director for Global Procurement. His previous recruitments include different supply chain positions at Bang & Olufsen and Arla Foods amba. Today Morten is leading the Sourcing Excellence Project at Aalborg University, Center for Industrial Production (CIP) as associated professor.

Other courses in the Category Management certification

Spend management
Category strategy
Supplier management
Category management thinking and mobilization
Challenge session

Time and place

November 29th 2016, Comwell Middelfart

Comwell Middelfart
Karensmindevej 3
DK-5500 Middelfart

The course is a part of 5 modules at the Category Management certification, but you can also participate without taking the other 5 modules.

The course is reserved participants in the Category Management certification. If the course is overbooked, we will make sure to find a new date for the participants only participating in one module.


Single course:

  • 4.500 DKK for members of DILF
  • 5.800 DKK for non-members of DILF

For the hole Category Management certification:

  • 25.000 DKK for members of DILF
  • 32.800 DKK for non-memebers of DILF

Confirmation and invoice will be sent after receiving the registration. All prices are exclusive 25% VAT. The prices are including (if no other thing is stated):

  • Food and beverages
  • Accommodation during the days between the courses, if the course runs over several days (except Excel courses)
  • Materials used at the course

During courses that last several days the accommodation is included in the price and the participants are recommended to participate during the entire course. It is considered a package and DILF cannot repay the amount equal to the accommodation if this is not used.

Accommodation, food and beverages besides the course are NOT included in the price.


Register here


In case of cancellation until 2 weeks before the course is being held, an amount of 500 DKK will be charged for administrative costs. In case of cancellation later than 2 weeks before the course is being held, the entire amount will be charged. The company is of course always welcome to send someone else instead, just let DILF know. The invoice will be coordinated according to the new participant’s membership status.

DILF reserves the rights to make changes in the program. Likewise, DILF reserves the right to deny direct competitors to the speakers and sponsors on the course.