Your job is to demonstrate a deep understanding of the consumers in your segment; as well as conduct a thorough competitive analysis of the other businesses and brands who seek to fulfill cu
marketing case study
marketing case study
Your job is to demonstrate a deep understanding of the consumers in your segment; as well as conduct a thorough competitive analysis of the other businesses and brands who seek to fulfill customer needs in your assigned segment and in doing so do the preliminary work of uncovering an opportunity in your assigned segment and deliver this in a 4-page document.
So, the outcome of task 1A is to identify the best opportunities for your client to expand within the selected segment; based on your solid analysis.
You have been allocated Single Adults living alone in their first place/home in Australia: SAFH as your target segment and client company (to be announced in tutorials week 3) and deliver the following.
An in-depth customer analysis that includes the kinds of understanding addressed in the Empathy Map Tool that you have used thus far.
Remember the goal of this exercise is to understand? our customers as real people with wider lives, hopes, fears, and human needs (customers are not just demographics and numbers).
The empathy map is just one tool to help you think through the issues that allow for deeper customer understandings that you will explain in your assignment. You should attach your empathy map as an APPENDIX (Note: appendices are not included in page/word count).
You may like to have a look at the great customer profile we have already shared. Click here.
Thorough competitor analysis. This is an important step because we want to know how our clients product offering compares to that of competitors. Such comparison may include (but is not limited to) evaluation of product features, service elements, advertising, sales promotions, approaches to distribution, brand awareness, brand imagery, and price etc.
Preliminary thoughts on opportunities for the client. Think about where there may be a gap between current marketplace offering and customer needs i.e., what could our client do to become more attractive to targeted customers. PLEASE do not default to cut the price.? Remember we are working with the “value” side of the Value/Price equation. see 1.7 Definition of value for refresher.
Remember that this competitive analysis must be viewed through the eyes of your targeted customers. For example, your customer segments will have specific needs and preferences that vary from other customer segments. This means that your targeted customers may emphasize specific product features that are not so important to other segments. Note: then that you need to understand your customers before you can do your competitive analysis.
Administrative Guidelines:
Individual reports must be no more than 4 pages in length in size 12 font, 1.5 line spacing. Please note the four pages excludes your reference list and appendices.
Requirements: 5 pages
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