FEEDBACK:
Your client is considering growing their boutique rum business. Provide a detailed analysis of the industry
performance and competitors for the boutique rum industry.
Please provide insights for the client based on your analysis.
Depending on Covid-19 social distancing rules, group size will either three or four. TBA
Structure
• Business Report – see resources.
• Title page: Report title, Student ID each group member. Tutorial day/time. Word count
• Short executive summary; purpose, overall outcome/ conclusion of analysis (200 word max –not
counted in word count)
• Industry performance
• Based on your definition of the industry from assignment one, provide research and analysis
of the performance of the industry
• Size, performance over time (minimum 5 years), volatility or stability of the industry
• Analyse the Industry Attractiveness
• Competitor analysis
• How many competitors in the industry; who are the major competitors (size/revenue for
category)?
• Analyse the competitors target segment & 4Ps (benchmark table). E.g. how many different
products do they have in the category? What price points? What is their main form for
marketing communication? Who are is their main target segment?
• Provide no more than three insights from the above research and analysis
• Insight statement (no more than 50 words)
• Insight explanation. Why is this an insight and why might it be of value to the client (ability
to grow, key element of strategy, basis for competitive advantage, avoid risk, etc).
• Insight ranking – are they all equally important or is one more important than the other?
Why?
• Based on your research, analysis and insights, what marketing related recommendations would you
make to your client about growth opportunities in this industry. No more than three.
• Reference list