Competitor Analysis in Marketing

Running head: MARKETING
Marketing
Name of student
Name of University
Author note

1MARKETING
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.

2MARKETING
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
 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.