Consider a project-based firm (e.g., a construction contractor, an IT solution provider, a consultancy company, or a media/advertisement firm) or a construction sector business (e.g., a construction material supplier, a BIM consultant, a property developer or a real estate agent).
For this firm: 1. Identify the potential customers. 2. Analyse customer needs using academic frameworks/models. 3. Segment the market. 4. Evaluate the segments and explain the opportunities and challenges in addressing the customer needs in these segments.
Apply academic concepts, frameworks or models in your analysis.