Type: Written report

Introduction Every business has to compete to capture a market share. Most business face competition unless it is running under a monopoly market structure. So, a competitor analysis is an essential part of marketing management and should be conducted for both direct and indirect competitors. The competitor analysis allows a business to evaluate the strengths and weakness of the competition. This information facilitates a business to develop strategies to market product efficiently and become competitive in the market. For this assessment, you are required to choose one Australian company/business and conduct a competitor analysis based on the following:

o Identify Four competitors (2 direct and 2 indirect competitors).

o Identify both primary and secondary sources required for competitor analysis.

o Using Two direct and Two indirect competitors (identified above), conduct a competitor analysis that includes:

Competitor company information

Core products/services offered

Strengths

Weaknesses

Competitive advantage

o Select One direct competitor (identified above) and provide following:

Current and future objectives

Target market

Marketing mix

Product strategy

Pricing strategy

Promotion strategy

Place (distribution) strategy