W6 Group Competitive Strategy and Market Sizing Assignment
Group Category
Semester long teams
Group Name
Group 3
Instructions
W6 Group Competitive Strategy and Market Sizing Assignment (6% of course grade):
Resources (from week 5 assignments):
Executive Summary
Porter’s Generic Strategies (from week 5)
Sources of Competitive advantage (from week 5)
Market Segmentation
Market sizing
Assignment Overview: The purpose of this assignment is to identify your client’s competitive position in the entry country;
create a competitive strategy that includes a description of the target Buyer; develop a positioning message for that Buyer
segment; size the target market in quantifiable units (dollars and/or number of buyers) and forecast the target market
growth over the next 3 – 5 years.
Assignment Objectives:
1. The team will consolidate individual members’ competitor analyses from week 5 into one summary table of
competitors, their competitive advantage and your client’s competitive advantages. This summary table will be in the
appendix of your paper, but described in text.
2. The team will recommend, and explain a competitive strategy (e.g., specify source of cost advantage for price
competition; rationale for market focus/selection; basis for unique product/service differentiation).
3. The team will identify your client’s target market and size it in quantifiable Units (Buyers and/or Dollars) and
estimate the expected growth rate for this target segment.
Note that market sizing is as much an art as a science. The assigned readings will guide your thinking, but
your specific market sizing estimates will depend upon how effectively you use available data. You will have
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to make assumptions to move from available data to the kind of market size data you need. The assumptions
you make and the logic you use will determine the validity of your market size and growth estimations.
For example, if you selected this country because of large number of passenger car sales and growth
projections (good total market for your auto maker client), but your client sells compact cars (or electric cars,
or some other specific type), then you need to estimate how much of that total car market is your target
market (buyers of compact cars). If you have data that compact car buyers are primarily singles and small
families (and/or that your client wants to target those buyers) and you have data from our country that
singles/small families represent 25% of the country population, then you might ASSUME that 25% of the new
car buyers will be singles/small families (assuming same representation among car buyers as among the
general population).
4. Update your Draft Business Plan to include Section 9 of the Business Plan Template, reflecting this target market
estimate. Note: this is the size of your target market, not your share of that market, since there are also competitors
targeting that same segment and potential substitute products/services.
5. Include a positioning focus (the message that will appeal to your client’s targeted buyers), which will become a part
of your Marketing Plan in Week 9.
6. Update your SWOT with competitive strengths and weaknesses.,
Assignment Requirements/format:
Step one: The Introduction to this paper should consist of (a) statement of purpose (b) description of the company and its
industry, (c) the product/service that will be entered in the new country; (d) description of the target country and why it was
recommended as better opportunity than the other country (use the summary information from your week 4 country
selection paper).
Step two: The body of the analysis should be about 10-15 pages, double spaced, to cover::
Competitive risk assessment for all competitors in this market;
Recommended competitive strategy with supporting rationale;
Market segmentation, recommended target buyer and rationale for targeting this segment;
Estimated target market size/growth (in Buyer and/or dollar units), with:
clear statement of starting data and its relevance to your market;
detailed explanation of the estimating process for your target market segment (showing all calculations
made);
statement of all assumptions made in the estimating process;
rationale for all assumptions made (why they are reasonable assumptions to make)
Positioning message and how it relates to your client’s competitive advantages and to your buyer segment;
Summary of conclusions/recommendations
Include :
Title page with names of contributing members;
Approximately a 2 page Executive Summary that summarizes the entire paper (including the introduction materials)
Table of contents
*The body of the paper should have page numbers, starting with page one.
Reference list, including proper APA format for all in-text citations.
Appendix with the team’s summary table of competitors, competitor advantages and client competitive advantages
One member should post the assignment in the group assignment folder by the end of the week, titled “Competitor Strategy
and Market Size for [name of your client company].
Where you are. You have now identified an overall business strategy for how to compete in country, and you have identified
and sized a specific target market and its potential growth, which constitute sections 9, 10 and the first bullet of section 11
of the Business Plan Template. You will update those sections in your draft Business Plan by the end of this week and post
the draft per the separate assignment requirements for this week.
Next week, using the final SWOT matrix completed in this week’s assignment, individual members will develop a set of
business/operational strategies to mitigate industry and country level risks and take advantage of opportunity support
