Our company requires some assistance is assessing our competitive landscape, as well as our customer’s expectations and behaviours. It is important for us to stay up to date on industry standards to ensure that our product and pricing aligns with our target sector/consumer. It has been some time since we reviewed our pricing model. Initially we developed a pricing structure that we believed would be within our target market’s budget. We want to ensure that is still the case and perhaps iterate if required.

Our specific need is an outline of our industry’s landscape and a comparison of our pricing against that of our competitors. Our situation is interesting because our program is so disruptive that we don't have any direct competition (that we're aware of). A more sophisticated investigation will be required to make comparisons against our indirect competition.

We would like this to be partnered with some primary data collection; surveys and research into our consumer to gather further insights into buying behaviours and pricing expectations.

Students working on this project will:

• Help to define our unique value proposition in relation to the competitive landscape in our industry.
• Collect data on products and pricing offered by our indirect competition
• Identify key players in the industry by market share, geographical market, and most popular products
• Estimate the market demand for key products

Students will be asked to produced the following deliverables:

• A report that includes the items identified above