Competitor Analysis in Marketing

This document provides a tutorial assignment on competitor analysis in marketing. It discusses the strengths and weaknesses of direct and indirect competitors in the industry. The document also includes rankings and justifications for each competitor. References are provided for further reading.

Running head: MARKETING
Marketing
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Tutorial Assignment 3 – Competitor Analysis
Name: _____________________________________________ Student ID: ___________________________________
Assignment Product Category: __________________________ Company/ Brand/ Product: ______________________
Competitor (Ranked) Direct /
Indirect
Competitor Strengths Competitor Weaknesses
1) Black Dog Brewery Direct  The brewery is one of the most popular
and established businesses that introduced
new and rare breeds of brew in New
Zealand.
 The business has adopted the local unique
culture and made sure to cater to the
drinking habits of people, furthermore
influence them to make purchases of beer
and other drinks consistently, made clients
enjoy an unforgettable holiday
experience1.
 The threats of substitute products like other
draught beers available at lesser prices have
influenced buying behaviours of consumers.
 The level of dependence on the suppliers of raw
materials sis extremely high
 The focus on sustainable business has
enabled alternatives to craft beer and
developed a positive brand image that
 There has been inappropriate pricing strategies
due to the currency fluctuations3
 Poor marketing techniques resulted in poor brand
1 Czinkota, Michael R., and Ilkka A. Ronkainen. International marketing. Cengage Learning, 2013.

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people can enjoy.
 The cross bred brews available at
Wellington’s CBD district has further
encouraged more people to visit the
brewery and create scopes for business
expansion too.
 Wicked range of merchandise available for
purchase with the beer2
awareness
Justification of rank:
Black Dog Brewery provides craft beer, which is something different from that of the other breweries and businesses that supply beers and other alcohol
items. The main aim has been to create something unique and innovative, which can allow for attainment of sustainable goals and thus it has been ranked 1st
according to the business influence on Tui Brewery.
2) Fortune Favours
Brewery
Direct  One of the fastest growing brewery
companies in NZ that has adopted the local
culture and restored the existing industrial
building into a new brewpub
 The brewery sells not only beer and
 High dependence on suppliers could often be the
cause of its downfall, which might deteriorate the
business manufacturing and production process
efficiency
2 Griffith, David A., and Jessica J. Hoppner. "Global marketing managers: Improving global marketing strategy through soft skill development." International
Marketing Review 30.1 (2013): 21-41.
3 De Mooij, Marieke. Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited, 2018.

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alcohol items, but also food to fulfil the
tastes and preferences of clients
 The company has a good relationship with
the suppliers along with good amounts of
financial resources
 Poor sustainable management and not focusing
the sustainable development goals could lead to
poor brand image and reputation
 The bold approach has facilitated the
organisational structure and thus bars and
food venues are surrounding the place with
the aim to attract more consumers4
 Brand exposure and innovative approaches
have established positive brand image
1. Competition by rivalries in business poses serious
threats to the company
2. The price wars and inconsistent pricing of
products and services could be the cause of
reduction in market share for Fortune Favours
Brewery when compared with Tui Brewery
Justification of rank:
The business has been ranked as 3, because though the business structure and aims are different from Tui Brewery, still the focus on corporate social
responsibilities has facilitated the positive brand name and spread awareness among clients too.
3) Speights Indirect  A popular brewery in New Zealand that
has managed promotional branding to
 Unstable economic conditions have made the
business face regional risks
4 Jin, Jian, Ping Ji, and Rui Gu. "Identifying comparative customer requirements from product online reviews for competitor analysis." Engineering
Applications of Artificial Intelligence 49 (2016): 61-73.

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become a real southern man, which shows
that the southern culture has been adopted
 The optimisation of value chain has
allowed for working independently
towards various strategies related to
growth and development within the
brewery sector5
 With the presence of high performance
businesses, most of the shares have been eaten by
the companies within the specific sector
 The company’s partnership with
communities and local charities in the
location has contributed to the
improvement of livelihoods of people
 Poor marketing strategies and availability of
similar kinds of products in the market could
reduce sales revenue
Justification of rank
Speights is an indirect competitors and has been ranked 4rd because of the differentiation strategies and focus on community welfare, which could influence
Tui Brewery to do similar things and target new customers for the accomplishment of growth objectives in the future.
4) Garage Project Direct
 The products are rich in taste that boost of
aromas of tropical fruits that can be paired
 Lack of coordination and collaborative working
among employees within the workplace
5 Peattie, Ken, and F. Belz. Sustainability marketing: A global perspective. John Wiley and Sons, 2013.

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with meat and cheese to cater the needs of
non-drinkers as well
 Good Strategic partnerships small and
medium sized organisations has expanded
market growth opportunities 6.
 The brewery has grown consistently since
2011, with 660% annual growth and the
distribution of products in Australia, NZ,
California, Sweden, etc.
 The high competition resulted in limited brand
presence and exposure among the clients
Justification of rank:
Garage Project is ranked 2nd, because of its extensive distribution facilities and strategic partnerships formed, which has been influential to success of the
company and the same can be effective for Tui Brewery too.
5) Three Boys Brewery Indirect  Distinguishable label features the three
eight pointed stars, which facilitated the
product differentiation largely
 The delivery of personalised services has
The presence of high performing brewery businesses has
created little scopes for Three Boys Brewery to attain
business benefits properly7.
6 Sargeant, Adrian, and IAN MACQUILLIN. "Marketing for nonprofit organisations." The Marketing Book. Routledge, 2016. 555-576.
7 Czinkota, Michael R., and Ilkka A. Ronkainen. International marketing. Cengage Learning, 2013.

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helped in combining both alcohol items
and food items to ensure customer
satisfaction
 Higher sales revenue and consistent
revenue generation
Justification of rank:
Three Boys Brewery is an indirect competitors and has been ranked 5th in terms of its influence on the organisation. The business has managed good product
differentiation with proper labelling features, though the presence of large brewery businesses has created difficulty for the business to sustain.
References
Czinkota, Michael R., and Ilkka A. Ronkainen. International marketing. Cengage Learning, 2013.
De Mooij, Marieke. Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited, 2018.
Griffith, David A., and Jessica J. Hoppner. "Global marketing managers: Improving global marketing strategy through soft skill development." International
Marketing Review 30.1 (2013): 21-41.

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Jin, Jian, Ping Ji, and Rui Gu. "Identifying comparative customer requirements from product online reviews for competitor analysis." Engineering Applications
of Artificial Intelligence 49 (2016): 61-73.
Peattie, Ken, and F. Belz. Sustainability marketing: A global perspective. John Wiley and Sons, 2013.
Sargeant, Adrian, and IAN MACQUILLIN. "Marketing for nonprofit organisations." The Marketing Book. Routledge, 2016. 555-576.