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Competitor Analysis

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Shahid Islam 11/S1 Competitor Analysis The main competition for my game shop will be 'GAME'. This competitor is highly known in the high street and attracts a huge number of customers every week. The aims and objectives for GAME are like most other successful businesses: To gain more profit and customers. But every year, they intend to expand their reputation in different ways for e.g. advertising, new consoles. One of the main factors in why the business has attracted huge interest is because of many stores across UK. However, as I am going to locate my particular business in Southgate it is important to compete with on of the GAME shops nearby. There are many reasons why GAME might of located their store in Southgate: - Population in Southgate is higher than average compared to other areas. - Low rate of crime - Different types of market they can target - High Street is usually busy during weekdays and Saturdays. ...read more.


Pricing policies in big and successful businesses are very important. This is because once customers are attracted to the business or service it is likely they will stay loyal and therefore the business can take risks by altering prices. In GAME's case, 'Competition Pricing' is the most sensible and secure pricing technique. Competition Pricing is when the business is setting prices based on what competitors are charging. So therefore, GAME is sure to have an advantage as it is well recognized and with similar prices to its competitors it highly likely than consumers would buy their products. However, there is a downside to competition pricing, as businesses have to find other ways of attracting customers to their product, such as increasing their advertising. However, as I am starting a new business, this would not be suitable for me because I wouldn't attract many customers. Therefore, it would be appropriate for me to use 'Penetration Pricing'. ...read more.


This could then lead to them changing the sales and altering their prices in order to keep their customers buying their products regularly. The location for my business would be in the high street where it is usually very busy. More will be needed in order for my business to stand out from the rest of the shops in the high street. Accessibility will be important because the business would like to attract customers that are keen on the products, so therefore people with disabilities should have easy access into the shop. Extra space will be required in order to park vehicles that deliver the products to people's homes. Depending on the success of my business, different factors could have an effect like congestion, crime, council and residents. However, Southgate is a safe environment which has low crime rates and the residents are usually supportive to all businesses and do not cause any problems. Congestion isn't likely to be affected very much because the high street is usually very busy. This competitive analysis will help me to develop my marketing plan- product, promotion, price and place.' ...read more.

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Response to the question

In summary, the student has tried to understand how GAME operates as a business. However the report does lack alot of knowledge and the report does contain alot of invalid and incorrect information. The student states that the main competition ...

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Response to the question

In summary, the student has tried to understand how GAME operates as a business. However the report does lack alot of knowledge and the report does contain alot of invalid and incorrect information. The student states that the main competition is 'GAME', however there are two major retailers within the high street. These are 'GAME' and 'Game Station'. However these two are both owned by the same company known as 'GAME GROUP PLC'. This could be corrected, to show the exmainer a good understanding of the market. The student understands the need to advertise/promote their products, in order for consumer's to purchase these. This is quite good, as the student does acknowledge the method to attract new customers to the store. The report states that GAME target audience is everyone, as games are for different age groups. This is false. Game's are usually for the young aged market. I would assume ages from 5 uptil 30. As there will be a large number of games for children, teenagers and young adults. However their business doesn't market their products to middle aged adults or above.

Level of analysis

The report states that GAME is highly respected due to their prices and quailty of products. However this is false. The prices within GAME are quite expensive, compared to a number of on-line retailers. This isn't mention within the report, and this shows a lack of understanding. In addition to the above, further down the report it states that the business uses a 'Competitive Pricing' model to set their prices. This is false. There isn't any other competitor within the market which specialises within games, as GAME and Game Station are both owned by the same company. The student I'm assuming isn't aware of this, which shows poor knowledge.

Quality of writing

The report could be spilt into readable paragraphs, as currently it's one block of text which is quite unfeeling. If the student were to organise the text more effectively, this would allow the exmainer to read the report with more ease.

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Reviewed by danielbeal 01/04/2012

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