The target market for Plastic Whale (PW) identified in report 1 is high school students in Sydney. This segment is most appropriate as PW is driven by environmental concern of global warming and population, which is in correlation with the Australian youths values. The recognition of youth activism was validated in 2009 when children were given official constituency status by the United Nations Framework Convention on Climate Change (Fisher.S, 2015). It is clear that governmental bodies are slowly recognising the importance of youth activists in climate change decision-making. The Australian youth engagement in this activism was highly evident when Sydney high school students participated in the protest for climate change in October 2019 which had over 10,000 school student protesters. In a study by Camilla Schreiner (2018), one of the key findings was that peers respect those who are concerned about the environment and do not perceive them as controversial or radical. Peers who are concerned with the environment are held in high regards by fellow peers. Therefore, this target market is driven and perceived as popular among their peers. The consumers of high school students are aged between 12-
18, being both males and females. However, studies conclude that girls are more likely to hold a pessimistic future images when compared to boys their age. (Eckersley, 1999). Through identifying a target market, PW should seek to differentiate themselves from other social enterprises such as 4ocean, Sand Cloud and United By Blue, while also establishing its competitive advantage. The competitive advantages for PW would be the popular location of Sydney Harbour, the benefits to the economics, the social activism. However, to create superior customer value, PW should focus on two of these advantages: the activism of climate change and the education and awareness that stems from their program. When compared to their competitors, it is clear that PW allows customers to experience and be among the process, fostering a sense of community and belonging, which ultimately leads to customs loyalty to PW. PW should adopt the following positioning statement: Plastic Whale will stand alongside the ambitious youth wanting to lead their generation to a brighter and greener future through sociable activism of cleaning the waters of Sydney Harbour and spreading awareness so that the youth can and will be heard.