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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:

  1. Choose a product or service of your choice. Choose one that has plenty of marketing material publicly available.
    1. As an example: Product - Big Mac. Therefore analysis would focus on this product not the McDonald’s brand.
    2. Answer the following questions about your chosen product/service then,
    3. 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.

 

Chosen product or service

Competitor A - direct

Competitor B - indirect

What are the competitor’s strengths based on the product mix i.e. benefits, quality etc.?

NOTE: found on any public communications platform

 

 

 

How do they compare in Pricing? Can you identify pricing tactics?

 

 

 

What is their main source within the promotion mix? Does the promotion showcase their competitive advantage?

 

 

 

Where is the product distributed (place)? How wide is this distribution spread i.e. local, national, global

 

 

 

What evidence is apparent for the 3 remaining P’s? If absent why do you think this is?

 

 

 

Adapted from http://www.biztree.com/doc/worksheet-competitor-analysis-D1354


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