Instructions In Assignment #2, you will identify, research, and analyze the competitors social media strategy and understand competitors brand personality using the Assignment #2 Submission Template at the end of this document. For this assignment youll look at how your competitor presents themselves on at least three social media platforms of your choice (E.g: Twitter, Facebook, Instagram, LinkedIn, TikTok or any other). What you will do is you will analyze your competitors month-long activities on the three chosen social media platforms. Say for example if your assignment deadline is in the month of July, then you can do it for the month of June. You can look forward to the following while you observe competitors social media activities: Frequency of post in a week, what content do they post (e.g, image, video, infographic, GIF, text), total post in a month, average reactions to all the posts in a month, average share to all the posts in a month. After a careful study of the competitors social media activities on all the three social media platform, you need to suggest 4 points on improvements and 4 points on how good they are with their strategies for the chosen month. This assignment also includes learning about the competitors brand personality NOTE: To be a competitor the company must sell to customers in the same territory that you operate in. When researching your competition, try not to be biased. Look at them as a potential customer would. If you fool yourself into thinking your competition is bad at what they do, youre going to underestimate them and the work you need to do to be competitive. Remember, if theyre in business, someone is happy with their offering. You need to figure out what their appeal is and how you can offer something different that your target market will find more appealing. Researching Your Competitors Online Presence: Identify a company that is a competitor to your company and research the following: The companys website The companys social media accounts (you can review as many as you like but review at least two) Reviews of the company on review sites (again, you can review as many as you like but review at least one)

MKT-1103 Assignment #2 Competition on Social Media and Brand Personality You are not limited to the items listed above. You are welcome to do any additional research about your competitor that you think is relevant. For each of the research items there is a list of suggested questions to ask yourself. Feel free to use whichever questions you think are relevant and to add any of your own. You will not be submitting answers for these specific questions. They are only suggestions to help guide your research. Review the competitors website and take notes on the following: How do they describe themselves? (this may be on a specific bio/about page or it may be throughout the content on the site) Tone: What sort of language do they use? (formal, informal, irreverent) Vocabulary: Do they stick to commonly used words that everyone would understand or do they use words that only some people would know such as slang or industry-specific terms? What offering and benefits do they focus on? What target market are they appealing to? How similar is their offering and target market to yours? Is their website well-designed, attractive and easy to navigate? Is their website informative? o Do they have a blog? o Do they have downloads? o Do they use video? o How can customers interact with them? (lead forms, live chat, email, phone, etc.) Is there any information you had trouble finding? Can customers buy directly from the website? o If so, what kind of Call to Action does the company use to encourage customers to buy? o If not, where do customers need to go to purchase the offering? Review the competitors social media presence and take notes on the following: What social media platforms are they most active on? How much engagement do they appear to be getting on each platform? What types of content get the most engagement? How do they describe themselves in their bio/about pages? Is their brand personality on social media consistent with their website? Is their brand personality consistent across social media platforms? What images do they use? Do they post videos? How frequently do they post in a week? Review of customer sentiment on review sites and/or social media: What do their customers seem most happy about? (price, quality, service, user experience, etc.) What do their customers seem most unhappy about? How does the company respond to positive feedback and reviews? How does the company respond to negative feedback and reviews? MKT-1103 Assignment #2 Competition on Social Media and Brand Personality Completing the Competition Section of the Assignment: Based on your research, answer the questions in the Competition Section of the Assignment #2 Submission Template at the end of this document. You will need to support your answers with examples from your research.

Company Name and Brief Description: You can take this information directly from the companys website. Brand Personality: Based on Aakers Brand Personality Framework, what is their brand personality? Support your answer with an example from your research. Dimension Traits Sincerity down-to-earth, honest, wholesome, cheerful Excitement daring, spirited, imaginative, up-to-date Competence reliable, intelligent, successful, hard-working Sophistication upper class, charming, glamourous, feminine Ruggedness outdoorsy, tough, masculine, western These blog posts by Digital Natives and Trendjackers both give examples of how well-known brands fit into the Brand Personality Framework. Strength and Weakness: Based on your review of their customer interactions and customer sentiment on social media and review sites, what to you see as their main strength and their main weakness? Below are some examples of strengths and weaknesses. You are not limited to these choices - they are only examples. Some examples of strengths are: brand loyalty, good customer service, convenient purchase experience, low prices, high quality, proprietary technology, size, location, company culture, strong social media presence, etc. Some examples of weaknesses are: negative perceptions of prices or quality, reputation for poor customer service, limited brand recognition, point of differentiation that is easily copied by competitors, poorly designed website, difficult purchase experience, etc.

Assignment solution

Competitor- Tim Hortons coffee shop

Social media Platforms-Facebook, Twitter,

Competitor Social Media Presence Facebook (5 marks)

Answer the following

How many followers do they have?- Post frequency per week (average): How many posts do they make a week for the chosen month? Types of post: The types of post they do. Explain in brief. Total posts in a month: Total posts in a month: Average reactions to all the posts in the chosen month: Take an arithmetic average Average share to all the posts in the chosen month:

Take an arithmetic average Competitor Social Media Presence Twitter (5 marks) : How many followers do they have? Post frequency per week (average): How many posts do they make a week for the chosen month? Types of post: The types of post they do. Explain in brief. Total posts in a month: Total posts in a month: Average reactions to all the posts in the chosen month: Take an arithmetic average Average share to all the posts in the chosen month: Take an arithmetic average