How will you organize the information you collect to make it useful to the company?

Write a 3–5-page executive report that analyzes a competitor’s product and marketing strategy, and explains how the competitive analysis can guide marketing decisions.
Note: You are encouraged to complete the assessments in this course in the order in which they are presented.
In the first assessment, you selected a company and product to study and then analyzed aspects of the product and company’s marketing strategy. In this assessment, you will analyze the competition for the product using a variety of information sources.
Suppose that you have now been hired by the company you selected, and have been asked to conduct a competitive analysis of the product you chose. Format this assessment as an executive report, and include a title page and reference page. Follow APA guidelines for citations and references.
Preparation
Think about the information that you will need to have in order to do a thorough competitive analysis:
• Which companies are considered competitors? Are they direct or indirect competitors?
• What types of information will you need to collect?
• What sources can you turn to that will have the types of information you are looking for?
• Companies that provide market information, such as the Nielsen Corporation.
• Trade publications.
• Surveys.
• How will you organize the information you collect to make it useful to the company?
Assessment Requirements
In your Competitive Analysis, include the following:
• Identify the company’s top competitor and describe its product.
• Analyze the competition’s product.
• Compare the two products (your company’s and the competitor’s) in terms of:
• Market share.
• Product appeal.
• Quality.
• Growth potential.
• Unique selling proposition.
• Compare the two products in terms of features, benefits, and cost.
• How do consumers rate each product in these terms?
• Evaluate the marketing strategy of the competitor. What can the strategies used by a competitor tell you about organizational direction?
• Explain how this analysis will guide the marketing decisions of the company.
Additional Requirements
• Include a title page and reference page.
• Length: 3–5 double-spaced pages, not including title page and reference page.
• Number of resources: At least 4. Resources must be formatted according to current APA guidelines.
• Font: Times New Roman, 12-point.
Competitive Analysis Scoring Guide
Criteria Proficient Distinguished
Correctly format citations and references using current APA style. Correctly formats citations and references using current APA style with few errors. Correctly formats citations and references using current APA style with no errors.
Evaluate the marketing strategy of a company’s top competitor. Evaluates the marketing strategy of a company’s top competitor. Evaluates the marketing strategy of a company’s top competitor and shows a connection between marketing strategy, product success, and organizational direction.
Write content clearly and logically with correct use of grammar, punctuation, and mechanics. Writes content clearly and logically with correct use of grammar, punctuation, and mechanics. Writes clearly and logically with correct use of spelling, grammar, punctuation, and mechanics; uses relevant evidence to support a central idea.
Analyze the product of a company’s top competitor. Analyzes the product of a company’s top competitor. Analyzes the product of a company’s top competitor and identifies main areas where the competitor’s product is superior.
Explain how a competitive analysis is used to guide marketing decisions. Explains how a competitive analysis is used to guide marketing decisions. Explains how a competitive analysis is used to guide marketing decisions; provides real world examples to support explanation.

 

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