a) Describe the competitive landscape for Outside in Singapore. Which competitors should the company be most worried about?

b) How has digital disruption and the Covid-19 pandemic helped Outside App to thrive their business? Identify two (2) further innovative digital initiatives Outside App should consider to meet current and future customer demands.

c) Assuming that Outside receives additional funding and Nicholas Lim wants to strengthen the company's position with a communications strategy, how should Nicholas Lim allocate this budget across available digital media? What measures of success would you consider to evaluate the communications efforts?