Every business has to face competition unless it is running under a monopoly market structure. A competitor analysis is an essential part of a business plan. The competitor analysis allows a company to become competitive in the market. For assessment 2 you are required to choose a company/business and prepare a competitor analysis based on the following: 1. Identify the competitors of the company, 2. How you can find those competitors, 3. List and rank at least 8 competitors: direct and indirect competitors, 4. Create a competitor analysis grid that includes company information, product/service information, customer information, and sources of competitive advantage and data. 5. Assess competitor current and future objectives, strategies including target market, marketing mix and competitor’ marketing organizations. 6. Your essay must include at least 10-15 current peer reviewed (scholarly) journal articles in addition to any textbook, magazine, website and other references. The Essay is in TWO PARTS: PART A – Project plan, structure and chosen references in a summary of no more than 250 words 3 Marks PART B – Detailed reports is up to 1750 words 12 Marks

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