1. Opportunity identification (chapter 3)
a) Choose an industry/product or service category and identify an Australian firm doing business in Australia.
b) To commence the opportunity identification process, you need to understand the market environment the firm is playing in. This requires you to first conduct a situational analysis (an overview of the market situation, firm/ brand performance and customer challenges) to assist in identifying areas of opportunity.
c) You should then conduct a competitor analysis.
d) Next develop a SWOT looking at internal (firm/ brand) and external (category) factors to distils and prioritise the opportunities gathered from the situational ad competitor analysis
e) At this point, you should specifically identify the market size and company share within the category. Be sure to include market size (number of Australians in the market, # of units/dollars sold in Australia each year). You will need these numbers later to calculate projected sales i.e. % of people who would buy (the ‘top 2 box’ score) the product times (x) the size of the Australian market (reported in your swot) times (x) the price stated in your concept test. Note: If for some reason you are unable to find specific market size data, then you will need to use your best judgement and provide an explicit rationale as to how you arrived at your market estimate.
f) Finally, you should develop the firm’s product innovation charter, showing how it fits with the overall business strategy and supports the product/ service portfolio already being offered and resourced

Structure:

Industry: Food Tourism?
Australian Firm: Concrete Playground

Situational analysis
Concrete Playground

Competitor analysis
Australia
● Broadsheet
● The Urban List
● Good Food

International (also strong in the Australian market)
● Time Out
● Zomato
● Yelp
● Google

Trends
● Personalisation – apps are more personalised
● Instagram
● Healthy and sustainable eating

https://www.linkedin.com/company/concrete-playground/?originalSubdomain=au

https://canvasgroup.com.au/work/case-study-concrete-playground/

https://concreteplayground.com/sydney/welcome-to-the-new-concrete-playground/

http://www.campaignbrief.com/2009/08/sydney-ad-man-launches-indepen.html