Rick is concerned about competitor activity that could impact either initiative.

Choose either initiative.

Carry out market research concerning the initiative.

• Who is in the market?
• What services do they offer?
• What market share do they have?
• Are they specialist or diverse?
• What types of marketing do they carry out?
• What is the quality of their marketing like (their website, social media presence etc)
• How big are they and how many staff do they have and the type of roles and apparent experience they have
• What does their brand look or feel like?
• What are their key strengths or weaknesses?

This exercise requires the student to carry out internet-based research. They can choose any CBD location they wish to and search for property agencies operating in them. There is no requirement to name the organisations specifically. It may not be possible to identify all information for any example competitor. Where there are blanks in information, generate additional data based on the scenario and other Property Agency data and your knowledge of the unit content.

Carry out research for three likely competitors that ABC could be facing.