MKTG5001 Task 1a Customers & Competitors & Company Where are we now
Individual reports must be no more than 1000 words in length, in size 12 font with 1.5 line spacing.
Outline (and tips)
- Customer Analysis (~500 words)
- This should be an analysis of your assigned target market based on your secondary research, customer interview, Empathy map, and segmentation analysis.
- This should be the target in general, NOT in reference to the Client or their industry/ the category.
- You should summarise the key values identified from your analysis at the end of this section
- Company & Competitor Analysis (~300 words)
- You need to cover the major direct competitors; you may also include indirect competitors in your analysis.
- Compare the players on more than basic features or services (i.e., cover the abstract values they serve) and use the same values identified in your customer analysis.
- You are covering these players through the eyes of your target market (i.e., how do they perceive them) and NOT through the eyes of the manufacturer.
- Opportunities for the client to better serve the target (~200 words)
- Ideas on value gaps should follow from your analysis of what motivates the target customer and the client’s position in the competitive landscape.
- DO NOT offer solutions.
- References (these do not count toward the word limit):
- You should have at least ten quality references beyond the ones supplied in class.
- You must follow APA 7 referencing guidelines
- Wikipedia is never ever an acceptable academic reference
- Appendix (these do not count toward the word limit):
- Empathy Map
- Segmentation analysis
- Summary notes from your customer interview
- Competitor Comparison Table
- AI process used (if applicable)
Solution
Customer Analysis
Suburban Australian blue-collar workers form a large and important segment of the population. They are usually employed in jobs such as construction, manufacturing, mining, and maintenance (Snell & Gekara, 2022). Many of these workers earn an average income of around $60,000 per year and often work long hours in physically demanding roles (Australian Bureau of Statistics, 2025). Their daily routines are structured around shift work or trade schedules, which affects their lifestyle, shopping habits, and product choices (HeadFirst, n.d.). Families in this group often include two parents who are both working, with teenage children at home. Their lives are busy and they look for products and services that….
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