As a service based B2C company we have a primary focus on being efficient, responsive, and forward-thinking. Making life easier for our customers is at the forefront of everything we do and is the reason why we’ve decided to put our focus on growing and enhancing our pick-up and delivery route business. However, similar to the majority of businesses, we are one of many in a competitive space. We need to have a deeper understanding of how our competitors are appealing to potential customers through pick-up and delivery options and how our business is positioned in relation to these competitors.

With the help of a student group we would like to better understand our existing customer needs and pain points in relation to our services and how we can improve to attract customers from our competitors and keep our existing customers engaged.

In order to be successful this evaluation should include:

• Identification of key competitors: Identify competitors' offerings, with a specific focus on pick-up and delivery, and how these services appeal to customers
• Review and Analysis of External company communications: Websites, Social Media Pages and Accounts, Marketing Materials
• Review and Analysis of Internal company communications: Website, Mobile App, Facebook Page, Coupons and Email Marketing Materials
• Audience/Customer Analysis: Identify who marketing materials currently address and how Gibson's should be tailoring content for different target customer groups
• Audit and Analysis: Understand how Gibson's uses consumer concepts throughout the customer journey for pick-up and delivery customers with specific focus on demographics, mood, emotion, attitudes, and habit formation

At the end of the project, our company will be looking for a holistic report which includes the completed analysis and research and recommendations on how Gibson's can gain a competitive advantage to attract target customers away from existing competition and towards signing up for our pick-up and delivery service. These recommendations should be specific to different target customer types (i.e. millennial, baby boomer, etc.)