Differentiation & Competitive Advantage - Standing Out from the Crowd - Strategic Planning 2

Tutor: Nick Jarrett-Kerr  CPD Hours: 25 hours  Duration: 3-6 months

Course Cost: £1395

This is the second in a series of three courses covering strategic planning. One main purpose of strategic planning is to work out how to beat competitors. Although this is a stand-alone course, it will assume an understanding of the strategic planning process as set out in Breaking with the Past - Strategy 1. Building on the research and analysis covered in Breaking with the Past, this course will help participants to understand how they can compete to win. Participants will learn how to position their firms or units so as to beat current and future competitors by differentiating themselves and their services in their markets. 

Participants will learn how to develop and harness their intangible resources and capabilities for success. Sector based strategies will be considered alongside niche specialisations, and strategies for client segmentation and pricing. The laws of dominance are also considered as well as the art of differentiation through strong client relationships.

This course is the second of three in a series on strategic and business planning and will help to resolve these typical business problems:

• How the firm might be able to stand out from the crowd of law firms doing similar work for similar clients
• How to analyse the capabilities of people, teams and systems (IT and working methods) for both strategic importance and competitive strength
• Understanding where the firm or unit is currently trapped in unattractive markets or client types and how to escape
• Where the barriers to change are within the firm
• Whether the firm should build (or acquire laterally) new or stronger skills and capabilities
• How pricing models can assist in identifying strategic positioning
• How law firm clients typically segment their work into a hierarchy from ‘bet the farm’ issues to ‘bread & butter’ work and where the firm naturally operates within such a hierarchy
• How the laws of dominance apply to law firms
• Which sectors and client types the firm should pursue and which are distractions

• Analyse and identify the strategic capabilities of the firm or unit that are likely to give sustainable competitive advantage
• Identify the barriers to change and how these might be worked around
• How to achieve commitment and buy-in
• Conclude if the firm can go it alone or needs :-

to acquire lateral hires or merger to achieve its strategic objectives

extra financial resources to enable further growth and where these might come from to consider diversification or an alternative business structure to succeed

• Know where and how you can create a value added strategy which is meaningful and compelling to clients
• Clearly identify the strategy of the firm or unit for the next period in its future
• Convert the firm’s initial or ‘misty’ vision into one that is clearly focussed and achievable
• Identify how the firm’s strategic choices can give the firm competitive advantage
• Clarify the overall strategic goals of the firm or unit

Download an application form here