NAME : Jessica Liew Jia Yi (2019000219)

Tutorial chapter 5: Competitor Analysis

1.Briefly explain the importance of competitor analysis. (4 marks)

Competitor analysis is important because competitive analysis is a way to identify
competitors, and understand competitor's strengths and weaknesses in relation
to yours .Besides, we can understanding of how your existing and potential
customers rate the competition and mechanism to develop effective competitive
strategies in your target market and predict demand and supply.
2. What is the purpose of competitor analysis? (2 marks)
The purpose of competitor analysis is to evaluate you rival's strengths and
weaknesses, assess their current position in the market to enable you to
outperform them. Once you learned about their strengths and weaknesses, it will
allow you to formulate your own strategy and get your own share in the market.
3.Describe 2 advantages of secondary data and 2 disadvantages of primary
data (8 marks)
There are 2 advantages of secondary data. First, ease to access . The
secondary data sources are very easy to access because internet world changed
how the secondary research exist. Nowadays, so many information available just
by clicking with the mouse in front of the computer. Second, secondary data is
time saving . Sometimes it is a matter of a few Google searches to find a credible
source of information.
2 disadvantages of primary data is more expensive. It could be very expensive to
obtain primary data collection because the marketer or the research team has to
start from the beginning. Second, time consuming. It is a matter of a lot of time to
conduct the research from the beginning to the end. Often it is much longer in
comparison with the time needed to collect secondary data.
4.List 3 sources of secondary data. (3 marks)
There are 3 sources of secondary data which is internal source, internet and
previous research
5. Compare 2 competitors in ONE industry (company A and company B: eg:
Chatime,Tealives)
Business Model Core Strategy
Apple -Design -High Price
-Outsourcing -Ios system
-Manufacturing. -Brand equity
-Durable

Huawei -Vertically integrating -Low Price , high value

supply chains -Android system
-Production volume. -Brand awareness
-Not durable

Compare Apple and Huawei marketing mix

Apple High Quality 1. Premium Specialty Advertising

pricing stores
strategy
2.
3. Freemiu
m pricing
strategy

Huawei High Quality Low Price Specialty Traditional

stores channel
Product Price Place Promotion