Market research to support the commercialisation of the BANDICOOT®: Competitor analysis report

Felicity Small, Amanda Hildebrandt, Tahmid Nayeem

    Research output: Book/ReportCommissioned report (non-public)

    Abstract

    This report presents a competitor analysis of the penetrometer market in Australia. The review was conducted through desktop analysis of publicly available information, specifically the websites of major providers and manufacturers.
    The data was analysed using foundational marketing practices as a framework, encompassing:
    • Stated target audiences and/or customer segments.
    • Market positioning.
    • Claimed Unique Selling Position (USP).
    • Product features and prices.
    • Identified distribution approaches.
    The key findings are:
    • There are seven direct competitors, with one CoreScan appearing to have the most similarities to the Bandicoot.
    • The primary target audiences are service providers (e.g., agronomists), researchers, scientists, and a broad spectrum of primary producers.
    • The target audiences share a common goal of using data-driven devices to manage, record, and enhance soil productivity.
    • Product features from images suggest that the user designs of the current competitors are less robust and user-friendly than those of Bandicoot.
    • There is limited use of Unique Selling Position statements to differentiate products.
    • Information on pricing and distribution processes is not readily available, indicating that customer service engagement practices are employed to build user relationships.
    In conclusion, the competitor analysis demonstrates that while similar products are currently available in Australia, evidence suggests that the Bandicoot design and features will provide a Unique Selling Position (USP). The necessity for more niche target marketing strategies highlights an opportunity for Bandicoot to enter the market as a disruptive product catering to the unmet needs of a distinct user group.
    Original languageEnglish
    Place of PublicationAustralia
    PublisherSoil CRC
    Commissioning bodyCooperative Research Centre for High Performance Soils
    Number of pages40
    Publication statusPublished - 2024

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