Reference no: EM132619080

MRK201 Marketing Mix - Stott's College

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
The written report has TWO PARTS:
PART A - Project plan, structure and chosen references in a summary of no more than 250 words
PART B - The literature review of up to 2000 words

You must include at least 5-7 current peer reviewed (scholarly) journal articles in addition to any textbook, magazine, website and other references. Students are required to use the Assessment Cover Sheet, which is downloadable from General Information Section in Moodle, as the front page of their assignment submission file.

Presentation

Assignments must be typed. It is perfectly fine to manually draw in the diagrams, by leaving spaces in your typing or by adding them as Appendixes. Diagrams can be time consuming and difficult to draw on the computer. Scan your final manual version and upload to the Assignment site. Make sure you keep a copy. In general, you should not copy and paste diagrams from the internet. If you do, you must acknowledge your sources.

Reference and citation style

APA referencing style to be used for this assessment

Attachment:- Marketing Mix.rar