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Reference no: EM133200873 , Length: 2 pages.

Assignment: Strategic Marketing Management- Competitive Analysis

Overview

Your job in this assignment is to pick a company and one of its products (can include all related product lines that focus on related target markets) that has significant competition for the same target markets. You will be looking for mature product categories that you think may still offer potential growth through strategic planning and focus on the marketing mix to find those product innovations and new market segments that would provide the companies with continued growth opportunities for the next several years in a competitive environment.

You will analyze the product in the context of its competitive environment and conclude competitive positions at this particular point in time, and regardless of whether your product is the leader, challenger, follower or nicher in the competitive arena if there is still sufficient opportunity to growth in the product category through strategic market planning.

Objectives

1. Demonstrate appropriate use of financial and other quantifiable data in a competitive analysis

2. Identify relevant market share data for a particular industry

3. Conduct a competitive analysis of four companies in the same industry and subcategory

4. Identify competitive positions of competitors in the same industry and subcategory

5. Assess potential for any of the competitors to grow in the current stage of the product category.

Prepare your competitive analysis using the Competitive Analysis Worksheet Attached to this Assignment file.

List the competing companies down the left-hand side of the worksheet. Then, list at least four criteria for your analysis, e.g., annual sales, units sold, number of locations, pricing structure, etc., along the top. Some of this information is available on Hoovers, other pieces of information you will need to find in other sources. Suggest conducting a library search of your industry for some industry insight on the companies. Most industries have trade publications that frequently discuses market share and other important pieces of information about competitors and the competitive landscape.

Study your competitive analysis worksheet and then prepare your writing assignment by addressing each of the following questions in order:

I. Who is the market leader? Why is that company the market leader? Specifically identify the data you found most relevant for defining a market leader (market share, annual sales, units sold, etc.)

II. Who is the market challenger (next closest competitor)? Why is that company the market challenger? (Refer to the course content for definitions of these competitive categories.)

III. Identify at least two other competitors and how you would categorize them, e.g., follower or niches. State your reasons for your selections.

IV. Which of the three non market leader competitors do you think has the best chance of taking a serious run at capturing additional market share from the market leader? Why do you think this is possible? Be as specific as possible.

Attachment:- Competitive-Analysis-Worksheet.rar

Reference no: EM133200873

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