Assignment 1
CHEGG:
a) Competitors: Campus Book Rentals, Book swim, Book Renter, Skoobit, among others.

b) Competitors’ actions will be mainly monitored: * By mainly common customers to both that company and its competitors. If there are any new changes that a competitor makes, customers might invariably at some time or the other talk to the sales representatives of the other company, and that is how those employees in turn could alert the management about how to counter that change. * Companies could check sales reports of the competitor online. * They could also get feedback from suppliers who supply to that company and its competitor company. * Also they can monitor how the competitor’s shares are behaving. They should see the movement of their shares over the course of a period of time. It will move up and down as per their product releases, or because of changes that the company undergoes, like new directors could be appointed who might better the company’s prospects. * Also, they can monitor their competitors’ actions through advertisements. Usually companies will advertise new products that they release, so we could find out what those new products are that are being offered to customers. * We also have to be aware of the M&A (Mergers and Acquisitions) activities of the competitor. If they are taking over and acquiring other companies, and extending their scope of consumer activity or if they are being acquired by bigger companies, which might earn them more profits, it will give us an account of whether they are under loss, if their balance sheet is weak, etc. Therefore, M&A’s indirectly tell us details about the competitor’s actions.

c) The customer segment for Chegg is mainly college-going students who are in the lookout for good deals on textbooks for college since textbooks are so expensive these