Training Summary

*This training will be conducted in Chinese.

*The online training @ Teams link will be sent to applicants before the course starts.


As global competition intensifies, companies are facing increasingly complex market dynamicsโ€”ranging from evolving customer expectations to the rapid emergence of strong local competitors. In this environment, two critical challenges have become apparent:

  • Traditional sales models are no longer sufficient to navigate complex market conditions. Homogenized strategies are eroding customer loyalty and placing pressure on margins.
  • Many organizations lack a structured approach to key account management and struggle to drive sustainable growth through innovative marketing.

This course bridges proven marketing frameworks with real-world business scenarios, equipping teams to identify and engage high-value customers with precision. Through strategic framework development, competitive strategy simulations, and business model innovation, participants will learn how to build differentiated, defensible advantages and achieve sustainable growth.


Benefits at Organizational Level

  • Strategic Optimization: Enterprises can integrate PEST, Five Forces and SWOT analysis tools to formulate differentiated market entry strategies.
  • Model Upgrading: Master the nine-step competitor analysis and optimize the customer value delivery chain.

Benefits at Individual Level

  • Analytical Ability: The sales team can apply the Ansoff Matrix combined with 3C-4R Model to accurately identify customers' hidden needs.
  • Practical Skills: Through competitor canvas drills, participants can quickly deconstruct competitors' strategies and formulate offensive and defensive tactics.

Target Audience

Marketing, sales, and management personnel from all industries

Teaching Method

Lectures, video demo, case study, exercise, Q&A


Notice: The training invoice will be issued and sent to the registration email within 7 working days after the training. Cancellation policy: If you are unable to attend the training you have registered for and paid, please cancel your registration at least 5 working days in advance. If you fail to notify AmCham China of your cancellation in time, we will charge the actual course fee. Thank you for your cooperation and support.

Contact: Jennifer Xu (jxu@amchamchina.org)

Speaker

  • Luzhe Zhang (Senior Trainer at Linke Consulting)

    Luzhe Zhang

    Senior Trainer at Linke Consulting

    Ms. Zhang is a senior trainer in marketing & sales, proficient in facilitating trainings in Chinese, English and Japanese. She holds a Master’s degree in International Public Policy from Osaka University in Japan and used to be guest trainer for the board of directors of Panasonic Group in Japan. and has served as the training manager for General Electric in China and the director of business development for Sodexo, and helped Sodexo build a Japanese business unit from scratch. She is proficient in training and coaching in overseas marketing, customer relationship management and sales skills. She is proficient in delivering training sessions in Chinese, English, and Japanese.

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Course Outline

Module 1: Strategic Breakthrough

  • The era background in a complex market environment
  1. Unmet customer needs
  2. New mindset: shift business focus to consumers
  3. The "six new" concept & mindset: new customer acquisition, new consumption, new supply, new customer acquisition, new monetization, new channels
  • Top marketers achieve unity of knowledge and action, acting against instinct
  1. What is marketing
  2. What is marketing management
  • Corporate strategy & marketing management
  1. Research the environment
  2. Analyze the market
  3. Set objectives
  4. Formulate plans

Module 2: Practical Marketing

  • How to innovate in marketing
  1. 3C and 4P in marketing
  2. Basic process of formulating marketing strategy: STP-4P (strategy, target, positioning & 4P)
  3. Marketing framework: for who, what, how๏ปฟ
  4. From product-oriented 4P to 4R new marketing mindset

Exercise: Formulation process of new marketing strategy, case study of Xiaoguancha

Case Analysis: Transsion mobile; Sony's B2B service transformation; Toyota lean marketing

  • Market environment analysis for strategic response in complex market
  1. McKinsey industry analysis
  2. AI+PESTEL analysis
  3. AI+Porter's five forces model
  4. BCG matrix
  5. Ansoff matrix analysis chart
  6. Inventory resources & analyze situation (SWOT analysis)

-Analyze the company's existing strengths and resources for problem-solving

-Analyze the company's existing weaknesses in problem-solving

-Analyze external opportunities

-Analyze external threats

-Determine strategic principles for proposing countermeasures

Interaction: Conduct industry analysis with PEST and Porter's five forces based on actual work scenarios, using AI tools

Exercise: Apply all the above tools in AI for strategic response in complex market environment

  • AI + competitor analysis
  1. Objective of competitor analysis: to understand competitors' development status, industry current situation and business prospects through competitor analysis, so as to support business opportunity evaluation
  2. Role of competitor canvas
  3. Six key steps of competitor canvas analysis

-Clarify objectives

-Select competitors

-Define analysis dimensions

-Collect competitor information

-Organize and analyze information

-Summarize and report

Exercise: Effective competitor canvas analysis using AI tools (exclusive)

Review and Q&A

Tickets

Early Bird for Members

Expiration Date: May 1, 2026

Early Bird Price RMB 1,000
Members
Standard Price RMB 1,300
Non-members
Standard Price RMB 1,600