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Identify the key target market for your company. Describe the main characteristics of a target customer and their personal and social influences. 4. Competition Identify three (3) direct competitors and one (1) indirect competitor. Provide a brief summary of how they differ f

Assignment Task

Competitive Market Positioning

LEARNING OUTCOMES

On successful completion of this assessment, students will be able to:

Analyze the current standing of a market to identify unique brand opportunities
Describe customer behaviors and how they align to organizational competencies and market requirements
Identify market forces through competitor analysis

BRIEF

Conduct a competitor analysis for an organization using Porter’s Five Forces model. It is strongly advised to use the same company in all assignments

INSTRUCTIONS

For this assignment, imagine you have just been appointed the marketing manager of an organisation. Your first assignment in your new role is to prepare a competitor analysis report providing an overview of the market environment in which the company operates and key competitors.

For your analysis, you should use Porter’s Five Forces Model as a guiding tool. In addition, you will identify key competitors, a target market, and consumer behaviors.

You may select your current workplace or an organization that has some significance to you. If you are not currently associated with a workplace or organization, you may select a company or organization that you are interested in or one that has been reported recently in the media. It is strongly advised that you use the same company in all of your assignments in this subject.

Your market report should include the following elements:

1. Company Overview

Describe the company or organization you selected. Include what sector and industry they operate in and their key products, services, and customers. This section should provide background information and context.

2. Porter’s Five Forces Analysis

Supplier Power – How many potential suppliers do you have? How unique is the product or service that they provide? And how expensive would it be to switch from one supplier to another?
Buyer Power – How big are your buyers’ orders? How much would it cost to have them switch from your product/services to a rival competitor? Are your buyers strong enough to dictate terms to you?
Threat of New Entry – Is it easy for a new competitor to gain a foothold in your industry or market? How much would it cost? How tightly is your sector regulated? Do new entrants come and go regularly? Is the industry dominated by a few players?
Threat of Substitution – What is the likelihood your customers find a different way of doing what you do? How easy would your customers have to substitute your product/service?
Competitive Rivalry – How many competitors do you have? Who are they? How does the quality of their products/services compare to yours?

3. Target Consumer

Identify the key target market for your company. Describe the main characteristics of a target customer and their personal and social influences.

4. Competition

Identify three (3) direct competitors and one (1) indirect competitor. Provide a brief summary of how they differ from your company.

5. Recommendations

Based on your research and analysis, identify three (3) opportunities or recommendations on how the company can improve its overall market position. Write your recommendations as if they are to be presented to the CEO or Board of Directors.

CONSIDERATIONS

If you are having trouble with your market analysis, your academic/instructor should be your first source of assistance.
Have you identified and defined the academic concepts related to the assessment task using current academic literature?
Have you demonstrated the ability to apply and integrate relevant theories, frameworks, or concepts in your analysis?
Have you demonstrated an understanding of the relevance of the chosen concepts to the overall concept of competitive marketing strategy?
Have you used a wide variety of sources? Consider using both academic and industry sources.
Does your assignment meet the minimum length and APA referencing requirements?

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