Please choose an Australia industry and research its structure and its main competitors. * Note your choice of the Australia industry has to be approved by your lecturer. Your main goal in this assignment is to apply the knowledge on competitive marketing strategies in a real-life business setting. You need to firstly become very well familiar with the material on competitive marketing strategies and be able to identify and label the different strategies used by firms to compete in this industry. For the purpose you need to use Miles and Snow’s framework for competitors’ analysis, covered by your textbook, as well as Kotler and Singh’s Offensive and Defensive strategies taxonomy, studied by you in MKTG 600 Marketing Management (see Kotler and Keller’s A Framework for Marketing Management, 2012 to refresh you knowledge). It is also recommended to read widely on the topic using other available recent textbooks, the Internet and the electronicdatabases. Provide a 400-500 words’ summary on the topic, to demonstrate sound grasp of the theories on competitive marketing strategy. After having done this, apply the knowledge acquired and conduct an analysis of the strategies used by the firms in one Australian industry in order to achieve competitive advantage. 1. Critically evaluate how well these firms have been using the strategies identified by you. 2. What recommendations would you like to give these companies in view of improving competitive performance? 3. Are there any unethical practices that have surfaced in the industry as a result of trying to outcompete the rival at any rate? How these could these are avoided? The essay should be maximum 3000 words long, proofread and computer-processed. Please use font 10, Arial, 1.5 space between the lines and leave 2 cm margins on each side of the page. Please, also note the crucial importance of proper referencing, and consult ACU’s Library web-site for details on the Harvard referencing system. ACU’s assignment cover sheet should be attached. The assignment is due 4 pm on Friday, study week 13, via LEO. A paper copy should be submitted in the School’s assignment box and an electronic copy submitted to your lecturer by e-mail. See the separate Report format guidelines and note the Turnitin requirements • IMPORTANT: Before starting any work on this assignment, students need to review a few Australian industries and to write a brief proposition (max 300 words) for at least two such industries that they wish to examine further in their assignment. Please explain why you have chosen those particular industries. Your Lecturer will review your proposition and will approve one of the proposed industries in consultation with you. Please submit your written proposals as guided by the subject schedule. • Subject Weighting 40%
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