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MKTG5001
Foundation in Marketing
Semester 2, 2023 Workshop 4
The Marketing Environment
I would like to acknowledge the Traditional Owners of Australia
and recognise their continuing connection to land, water and
culture. I am currently on the land of the Gadigal people of
Eora Nation and pay my respects to their Elders, past, present
and emerging.
As we share our own knowledge, teaching, learning and research
practices within this university may we also pay respect to the
knowledge embedded forever within the Aboriginal
Custodianship of Country.
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Workshop following Module 4
The Marketing Environment
… with a focus on competitors
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MKTG5001 Unit Structure - Three logical questions
Task 3a/b
Task
1a
Task
1b
Task
2a
Task
2b
Where are we now? Where do we want to be? How do we get there?
Mid semester break
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How we will learn in these workshops - Adult learning
Active
Learning
workshops
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Workshop 4 - The Marketing Environment
Todays Schedule
Time Activity
30 mins Welcome and Final clarifications of Task 1a/b
50 mins Activity 1a/b: Competitor Identification
10 mins Final task 1a/b questions and Close
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What are we trying to do for task 1a?
Your job is to:
• Demonstrate a deep understanding of the consumers in your segment; as well
as,
• Conduct a thorough competitive analysis of the other businesses and brands
who seek to fulfil needs of our target segment.
• Note: This is essential preliminary work for uncovering an opportunity that
will be explored in the next phase of the unit of study – strategy
development.
• Deliver your profile of the target segment and competitive analysis for your
assigned firm in a 4 page document.
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Centrality of
Value
Where are we now?
Competitor
through
customer eyes
Customer
Segmentation
and Targeting
Opportunity
Identification
Ta
sk
1
a
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Task 1A Consumers and Competitors Rubric
Customer Analysis (customer profile):
– Empathetic understanding of their wider hopes, fears and concerns as
evidenced in your research and empathy map (what is important to them?)
– Demonstration of understanding of their daily behaviours and patterns of
life as evidenced in their day-in-the-life (what do they do?)
– A clear summary of what criteria/ higher and lower order values this target
market looks for that your company can serve based on this preceding
analysis?
https://canvas.sydney.edu.au/courses/59973/assignments/554026
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Task 1A Consumers and Competitors Rubric
Competitive Analysis:
– Justification for selection of key relevant direct and indirect competitors
based on key criteria/ values identified from the preceding customer
analysis
– Demonstration of depth of analysis of key relevant competitors that seek to
fulfil the core needs from a customer perspective
Opportunities:
– Clear identification of a need gap, i.e., something that can be done to
better satisfy customers in a functional and/or emotional way that is not a
solution but a value that is currently not being adequately served.
– The need gap is based on a solid integration of both the customer and the
competitor analysis
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Task 1A Consumers and Competitors Rubric
Document Aspects:
– Clarity of expression and readability
– Referencing is adequate in quantity and quality
– Strength of argument and persuasiveness. e.g., is it cohesive, realistic, and is
there a clear link between your analysis and opportunities?
NOTE: the above criteria are NOT simply averaged to arrive at a final mark.
The above criteria should be read in conjunction with the assignment brief
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The Marketing environment -
Competitors
- Who and what are we up against?
- What can we do better than competitors?
- How can we develop a superior value offering
(i.e. more appealing product or service offering)
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From this week’s module ... a simple example to start
Attendance
Add
more
competitors
A
d
d
m
o
re
v
a
lu
e
s
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Activity 1a and b: (50mins)
Further expand your Competitor Analysis from your prework
You have had a chance to develop your own Competitor analysis, now is the
chance to further develop it to help you with your task 1a submission on Thursday
29th August by 2pm.
• Expand the template you started in prework …
https://canvas.sydney.edu.au/courses/59973/pages/4-dot-13-workshop-
preparation-for-week-4-task-1a?module_item_id=2428094
• Make sure the competitors you cover are relevant to your Company and to
your target Customer.
• You should employ values that are most relevant and compelling to the “Time
pressed suburban Australians who participate in adult sport and recreation
activities” segment to determine the competitors.
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Activity 1: (50mins)
Further expand your Competitor Analysis from your prework
Activity 1
Goal is to gather as many relevant competitors and values as you can to update your
competitor templates for task 1a.
– Take turns discussing your competitors from your prework. Who are they? (be inclusive)
– Challenge each other on your ideas
– What are the TRUE reasons the “Time pressed suburban Australians who participate in
adult sport and recreation activities” are using these products?
– What do they REALLY want? What values are motivating your target?
– Are there any substitute competitors you haven’t considered?
Activity 1 extension
– What do “Time pressed suburban Australians who participate in adult sport and recreation
activities” FEEL about the competitors?
– Capture this additional information on your template too.
Debrief
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Competitors can be sneaky, but only if you don’t
know who they are or where they sit in the
customers mind.
Understanding the marketing environment allows
marketers to make use of all the elements
around them to realise the opportunities that are
available.

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Upload All competitor analyses to your Canvas groups
This way, all of your group
has access to the
documents to further
develop your individual
task 1a assessment.
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Upload All competitor analyses to your Canvas groups
This way, all of your group
has access to the
documents to further
develop your individual
task 1a assessment.
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So what’s next?
– Complete and Submit Task 1a submission
– due on Thursday 29th August by 2pm
– please note if you miss this deadline, you will receive 0 for this
assessment and be ineligible for task 1b which is worth a further 5
marks
– We will then meet for the workshop the next week on Friday 30th August.
– Students should come to this workshop ready to discuss and share their
customer and competitive analyses with their project group.
– In this workshop, students will start to combine their findings from task 1a
into an integrated customer and competitive analysis.
– This foundation will set each group up for completion of task 2a and 2b.
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MKTG5001 Unit Structure - Three logical questions
Task 3a/b
Task
1a
Task
1b
Task
2a
Task
2b
Where are we now? Where do we want to be? How do we get there?
Mid semester break
The University of Sydney Page 20
Release of Brands for task 1a (20 mins)
– All students are doing “Time pressed suburban Australians who participate
in adult sport and recreation activities”
– Brands will be allocated via group numbers 1 through 5.
– Remember task 1a is an individual assessment so please don’t waste time
trying to meet with your group members outside of workshops.
– The brands are:
Group Number Brands for Task 1a Website - starting point
[tutorial number].1 Specialised Road Bikes https://www.specialized.com/au/en
[tutorial number].2 Adidas Running Shoes https://www.adidas.com.au/
[tutorial number].3 Yonex Tennis Racquets https://yonexaustralia.com/
[tutorial number].4 Speedo Swimmers https://speedo.com.au/
[tutorial number].5 TaylorMade Golf Clubs https://www.taylormadegolf.com.au/