Understanding your Consumers and Competitors to identify Opportunities.

This essay should base on this website https://www.kingliving.com.au/
Your job is to demonstrate a deep understanding of the consumers in your segment; as well as to conduct a thorough competitive analysis of the other businesses and brands who seek to fulfill customer needs in your assigned segment and in doing so do the preliminary work of uncovering an opportunity in your assigned segment and deliver this in a 4-page document.
Remember that this competitive analysis must be viewed through the eyes of your targeted customers. For example, your customer segments will have specific needs and preferences that vary from other customer segments. This means that your targeted customers may emphasize specific product features that are not so important to other segments. Note: then that you need to understand your customers before you can do your competitive analysis.