Essential Gut is a start-up company based in Melbourne, Victoria that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users to minimize blood sugar spikes after meals. After a rst year of trial rollout in year 2021, CEO John Sweeney and his team are devising a go-to-market plan for their rm. You are hired as a marketing consultant to design Australia wide several target markets and distribution strategies for Essential Gut. Your advice is important because it will affect Essential Gut's cost, pricing, positioning, distribution channels, marketing efforts, and product development. You are required to do the following 1. Analyse the competitive environmental factors that can affect start-ups like Essential Gut. 2. Deliver a well-formulated segmentation, targeting and positioning strategy for the brand. 3. Design two distribution channels while considering the trade-off of short term versus long term gains and success