You need to select a company and brand that you want to take the perspective of, for example, say you want to be Coke (the traditional, Coke, flavored with sugar). Then, you need to select two competitors to analyze (for example, Pepsi Cola, Royal Crown Cola, etc.).

You task is to analyze the competitors marketing strategies. In so doing, you want to consider what segments they are appealing to (their target market) and their positioning. You should do this by an examination of their advertising, internet sites, company literature, etc. You may need to consider their distribution and pricing and how this contributes to their core strategy (if these indeed do for example, where they sell may be part of their positioning).

Be careful not to rely on just one ad or one piece of info to formulate a sense of a competitors strategy,

It would be more interesting if you were to select competitors that differed on some things so that they are not just a repeat of one another.

In doing this project, consider things at the brand level (not company level). In other words, you need to think in terms of individual products rather than a complete company (Toyota Camry, not the Toyota company).

You can use the same general format to write this project up that you used on the first project, the memo format. The detailed findings might include examples of ads, web pages, etc. You may or may not have a table or chart and you probably will not. Key findings would be a clear and concise statement of the strategies of the two brands.