“Suburban Australian ‘Foodies’* who enjoy cooking at home”
Demographic focus – 30-45 years.
your company: Ziegler & Brown
https://zieglerandbrown.com.au/
Outline (and tips)
• Customer Analysis (~2 pages)
o This should be an analysis of your assigned target market based on your secondary research, customer interview, Empathy map, and day-in-the-life map.
o This should be the target in general, NOT in reference to the Client or their industry.
• Company & Competitor Analysis (~1-2) pages
o You need to cover the major direct competitors; you may also include indirect competitors in your analysis.
o Compare the players on more than basic features or services (i.e., cover the abstract values they serve).
o You are covering these players through the eyes of your target market (i.e., how do they perceive them).
• Opportunities for the client to better serve the target (<1 page)
o Ideas should follow from your analysis of what motivates the target customer and the client’s position in the competitive landscape.
• References (these do not count toward the word limit):
o You should have at least three references beyond the ones supplied in class.
• Appendix (these do not count toward the word limit):
o Empathy Map
o Day-in-the-life Map
o Summary notes from your customer interview
o Competitor Comparison Table
