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Nelson Education > School > Business > The World of Marketing > Student Centre > E-Activities > Chapter 3
 

Chapter 3: The Competitive Market

E-ACTIVITY: SUSTAINABLE AND NON-SUSTAINABLE COMPETITIVE ADVANTAGES (p. 96)

Activity: Prepare a Competitive Analysis

Before entering a market, marketers must study the competition. One way of doing so is by preparing a competitive analysis of the sustainable and non-sustainable advantages that the major competitors have. In this activity, you will develop a comparative analysis for a marketer in the video game market.

  1. Visit the Web sites of two major competitors in the video game market: Sony's Play Station 2 and Microsoft's Xbox.

    Complete a competitive analysis of the video game systems market following the example provided on page 120 of your Student Book. Click here to download the analysis chart.

VIDEO GAME SYSTEMS COMPETITIVE ANALYSIS

Competitive Advantages
Sony Play Station 2
Microsoft's Xbox
Sustainable    
Unique Selling Position
 
 
Niche
 
 
Cost Advantage
 
 
Customer loyalty
 
 
Non-sustainable
 
 
Promotion
 
 
Placement
 
 
Quality
 
 
Benefits of Use
 
 
Price
 
 
Product's design features
 
 

 

  1. After you have completed your competitive analysis, get together with a partner and compare your results. Add any additional points you and your partner discuss.

  2. Write a paragraph summarizing one recommendation that you might make to the marketer of either of Sony Play Station 2 or Microsoft's Xbox. Make sure that you provide supporting evidence from your comparative analysis.