Understanding Your Local Market and Customers

Build a clearer picture of your local market, customers and competitors so you can identify a useful, evidence-based marketing opportunity.
Format

Online
Course

Starting date

Enroll Now
Self Paced

Duration

20 Minutes

Price

$79

About the course

Good local marketing begins with understanding the customer rather than jumping straight to a channel or promotion. This course shows learners how to define their practical trading area, gather useful local information and group potential customers into meaningful segments. Through the Harbour Fitness example and guided activities, learners create a priority customer profile, complete a short competitor review and use a SWOT analysis to choose one opportunity worth exploring.

KNOW YOUR LOCAL MARKET

Define the practical area your business serves while respecting franchise territory and marketing requirements.

FOCUS ON THE CUSTOMER

Use needs, behaviours and evidence to select a relevant and reachable priority customer group.

FIND A USEFUL OPPORTUNITY

Review competitors and connect SWOT evidence to identify an opportunity that fits the brand and business.

What you will learn

  • Define the local market or trading area relevant to the business.
  • Use simple research methods to learn about customer needs and buying behaviour.
  • Create useful customer segments and select a priority group.
  • Build a simple evidence-based customer profile.
  • Review competitors, complete a guided SWOT and choose one opportunity to explore.

What you will learn

Franchise Partners who want to make more informed local marketing decisions using customer, business, franchisor and publicly available local information.

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