Competitors’ marketing strategies, objectives, and marketing programs. This would include sections on:
• Target market – Describe/analyze the target market(s) of the competing brands. In order to do this you need to understand your target customers. For example, you need to understand why they purchase these products/brands and describe them in terms of age, gender, education, income, family life cycle, lifestyle, opinion, attitudes, beliefs, etc.
• Positioning (include a perceptual map – one map displaying all competitors would work best here and include a rationale for the map axis variables chosen)
• Products and services offered, product strategy, branding, packaging, etc.
• Pricing strategy, pricing levels, etc.
• Promotional efforts, advertising, sales force, etc.
• Distribution strategy, distribution aspects.
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