Given that creating competitive advantage begins with competitor analysis, run a competitor analysis for the chosen brand. First, you must identify the company’s MAIN competitor. Next, assess the competitors’ objectives, strengths and weaknesses. Finally, based on this information, explain whether the company should attack or avoid this competitor.

Choose an ad by the brand. What do you think is the a) objective of the advertising, b) creative concept behind the ad, and c) message execution strategy? Explain each answer.

Which factor do you think is the most influential in shaping consumer buyer behaviour from your brand/product? Out of the different types of buyer decision behaviour, which do you think best applies to your brand/product?

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Describe the brand’s product mix in terms of product width and length. If the company wants to introduce a new product should they do it by line filling or line stretching? Explain your answer.

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