By the end of 2019, it is clear that American Airlines (AAL), 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 and going in the opposite direction from the SP500 index, AAL needs to find out what is going on, and how to turn the company and its stock price around.
Business Intelligence and Competitive Analysis
Business Intelligence and Competitive Analysis
This course is part of Supply Chain Analytics Specialization
Instructor: Yao Zhao
20,115 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.4
(229 reviews)
Beginner level
Recommended experience
15 hours to complete
3 weeks at 5 hours a week
Flexible schedule
Learn at your own pace
What you'll learn
Industry analysis: industry trend, risk, and competition intensity, value chain analysis.
Competition positioning: where does the company stand in the competitive landscape? Abnormalities and alarms.
Enterprise diagnosis: strengths and weaknesses, performance drivers and levers, breakdown analysis to identify the problems and causes.
Skills you'll gain
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
4 assignments
Taught in English
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
This course is part of the Supply Chain Analytics Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
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There are 4 modules in this course
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 analysis. You will get a feel of competitive intelligence through a comparison of the world’s major economies.
What's included
12 videos3 readings1 assignment1 discussion prompt
In Week 2, you will learn industry analysis, including market potential, risk and competition intensity, and value chain analysis.
What's included
11 videos3 readings1 assignment1 peer review
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.
What's included
4 videos3 readings1 assignment1 peer review
In Week 4 (final week), you will learn enterprise diagnosis - a company level analysis, i.e., benchmarking individual companies to discover their strengths and weaknesses, identifying performance drivers and levers, and through a breakdown analysis of revenue or assets, discovering the key issues and the causes.
What's included
3 videos4 readings1 assignment1 peer review
Instructor
Instructor ratings
4.6 (66 ratings)6 Courses90,534 learners
Recommended if you're interested in Business Essentials
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Duke University
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4.4
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Showing 3 of 229
AJ
4
Reviewed on Mar 24, 2022
great way to demonstrate busienss intelligena analysis
LT
5
Reviewed on Jun 10, 2021
Excellent course with many useful business insights
SD
4
Reviewed on Mar 4, 2022
I have learned a lot in this course about looking for particular data and how to analyze the same. This course provides the required perspective to analyze varous company data.
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Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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