Choose a product or service of your choice. Choose one that has plenty of marketing material publicly available
Competitor Analysis – Direct and Indirect Competitors (8 Marks)
Instructions:
- Choose a product or service of your choice. Choose one that has plenty of marketing material publicly available.
- As an example: Product - Big Mac. Therefore analysis would focus on this product not the McDonald’s brand.
- Answer the following questions about your chosen product/service then,
- Compare your product/service against a direct competitor (Competitor A) and an indirect competitor (Competitor B) based on the same questions.
NOTE: Only use marketing information that is publicly available, there is no need to contact the company direct. Expand the table to fit your input as necessary.
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Chosen product or service
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Competitor A - direct
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Competitor B - indirect
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What are the competitor’s strengths based on the product mix i.e. benefits, quality etc.?
NOTE: found on any public communications platform
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How do they compare in Pricing? Can you identify pricing tactics?
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What is their main source within the promotion mix? Does the promotion showcase their competitive advantage?
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Where is the product distributed (place)? How wide is this distribution spread i.e. local, national, global
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What evidence is apparent for the 3 remaining P’s? If absent why do you think this is?
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Adapted from http://www.biztree.com/doc/worksheet-competitor-analysis-D1354
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