Market Entry Strategy

Assignment 4: Competitor Analysis

Due: 30 March 2020

1. Positioning – Mapping your Competition

For this analysis we will use the Segmentation, Targeting, and Position (STP) framework. For a
full explanation of the framework, please refer to this link:
http://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-
targeting/segmentation-targeting-and-positioning/

a. Positioning

Building off your last assignment, create a matrix based on the customer
segments you identified. The two axes should each be related to the
various segments. You must go beyond just price/quality and look at the
specific characteristics of your customers. In each quadrant, identify the
main competitors in the target market. An example is shown below.
Your matrix should include two dimensions. You cannot use Low
Price/High price or Low Quality/High Quality for either dimension. Your
dimensions should represent an exhaustive spectrum, for example: cold
to hot. All drinks will fall somewhere on this spectrum and there is no
possible of overlap (a drink that is both hot and cold at the same time).

Include a minimum of 6 competitors in your target country. Also provide

an explanation of the insights that can be drawn from your positioning
 map.

Part Two: Determining Competitor Capabilities

a. Do your best to answer the following questions from the Export Now book for each quadrant of
your map:
 Who has the largest market share?
 Whose market share is growing the fastest?
  Who has a large market share but shrinking?
 Who is small but growing fast? (And are they taking away market share from the
leaders?)

b. How is your company different? Where can you add value that they cannot? Where are they
likely to beat you?

Part Three: Risks

a. What risks can you identify in your competitor analysis?

b. How would you expect competitors to react when you enter the new market?

Part Four: Choosing a Customer Segment based on the Analysis

a. Based on your customer and competitor analyses, how will you position your company in
the new market to add superior value? What are the reasons for this choice?