Competitor Analysis of Peters Ice Cream Company

Running head: MARKETING

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Marketing Mix/MRK201
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Introduction:
The essay undertakes competitor analysis of Peters Ice Cream Company under the brand
name Connoisseur Ice Cream. Peter Ice- Cream was found in Manly Sydney in the year 1907 by
Fred Peters (peters.com.au, 2019). Since its inception, the Company has been prepared in
embracing as well inventing newer means of delivering ice cream to the Australians using
technical knowhow and the latest technology. Peters has been one of the favorite ice cream
brands of Australia and has earned the reputation of an Australian icon. The ice cream brand has
been associated with not only hot summers but also trips to beaches and in instances of barbeque
with the family and friends. Besides, the company identifies that the ice cream is quite an
indulgent treat and hence remains committed towards providing balanced portfolio of the
products aimed at meeting the consumer needs. Peters Ice Cream provides diverse brands of
products ranging from the healthier and low sugary options to day to day snacks which the
family might enjoy.
Discussion:
Identification of Competitors of the Company
Peters Ice Cream Company faces competition from the direct, indirect and the future
competitors in the tub ice cream category. Direct competitors refer to business that sells the
similar product or services like the host firm (Nakos, Brouthers & Dimitratos, 2014). It is
however important for a firm to keep tab on relative pricing and the technological innovation of
the direct competitors to maintain the market share and avoid the competitive advantage. When
the products look too similar then it is vital for the brand to create differentiation on the
parameters like the locations, price points, product features and the service levels. Besides, the

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host firm should keep a track of the positioning of direct competitors for finding the best
strategic solution to business (Germonprez et al., 2013).
Indirect competitors on the other hand represents vendors whose products are not similar
but is able to satisfy the same level of the consumer need (Arbuckle, 2013). Businesses should
remain aware of the indirect competitors while designing the strategies. In such type of
competition, business might not undertake direct competition but they might be considered as
alternative options by the customers. Competitors might offer varied products or services, might
belong to the different industries but often are found to posses the capability of competing with
one another. It is therefore vital for the business to realize the impact and importance of the
indirect competitors. A host company should always deliver a message that its products deliver
best solution against the other available alternatives. A business should understand that the
indirect competitors have the power to immensely influence business and identifying these
competitors is difficult (Friel et al., 2013).
The future competitors refer to businesses that have posses the ability to instantly take
over the market share of the host firms (Gnanamkonda & Satya Prasad, 2014). For instance, a
larger technology firm is perceived as competitors of the smaller firms even when it did not enter
its market.
Ways Adopted in Identifying the Competitors
Efficient techniques have been implemented for the identification of direct and indirect
competitors. Some of the techniques adopted for identification of direct competitors are
mentioned below (Paharia, Avery & Keinan, 2014).