BSBMKG501B

Competitor Profiling Activity

Rate the competitors by number and estimated market share.
Number
Competitor
Estimated Market Share

Look a little deeper and make some estimations of the competition:

Competitor Number

1
2
3
4
Estimated sales per year $

Estimated market share %

Description of their sales force

Marketing tactics

Selling terms

Advertising and promotion

Distribution channels

Service and support

Pricing

Major strengths

Major weaknesses

Assess each competitor’s product or service and profitability:

Competitor Costs and Profitability
Product or Service

Sales Price

Sales Level

BBQfun sales data worksheet
Performance
Market share (Projected*):
Assume market share constant across all products.
Financial year (FY)
Local independents
The Yard
BBQ’s R us
Outdoorz
BBQfun
FY2009/10
30%
0%
25%
23%
22%
FY 2010/11
30%
0%
27%
23%
20%
FY2011 /12
30%
0%
22%
25%
23%
*FY2012 /13
30%
0%
22%
24%
24%
Sales performance:
Financial year (FY)
Total sales in units
FY2008/09
8,500,000
FY2009/10
10,000,000
FY2010/11
9,000,000
FY2011/12
9,500,000
Estimated total market potential for 2012/13 (SE Qld)
Calculate potential sales for marketing opportunities for BBQ Fun
Total market potential (with potential online sales included)
Use to calculate potential sales with e-commerce included in FY2012/13.
Financial year (FY)
BBQs
Outdoor Furniture
BBQ Accessories
Total
FY2008/9
25,000
13,000
42,000
80,000
FY2009/10
35,000
15,000
58,000
108,000
FY2010/11
40,000
17,000
68,000
125,000
FY2011/12
45,000
19,000
75,000
139,000
FY2012/13

Own Branded products
Assume market share of 24% for BBQfun to calculate projected number of units to sell for each item in 2012/13.

BBQs
Outdoor Furniture
BBQ Accessories
Number of