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Introduction Every business has to compete to capture a market share

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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