Buildfit - Digital Platform for a Circular Economy - Marketing Assessment Answer

TASK:

Peter explains that the objective of Buildfit is to act as a social enterprise to provide data capture, data matching and data transparency to be able to track and trace the
movement of materials and products throughout the built environment (i.e. supply chain from manufacturing to purchase and entering buildings. A data tracking system can enable architects and designers to design buildings using materials and products that support sustainable manufacturing based on a circular economy model. This occurs when the materials chosen are able to be reclaimed for use at end of life. This includes
1. Reuse - Choose materials that can be reused (e.g. furniture that can be cleaned and recoated/reupholstered),
2. Repurposed - Where component parts can be used in manufacturing other products (e.g. steel table legs can be reused to make other furniture items)
3. Recycled - where materials can be crushed into aggregate to create an ingredient (e.g. glass can be crushed and used as a raw material in road making material).
The marketing challenge that Peter has set is to design a marketing communications strategy to advocate for consumers of buildings (general public and/or government). Currently, owners and prospective of buildings (both appartments and new homes), do not have objective transparency as to the providence of the buildings they purchase.
There are major issues with the quality of work, the materials and products that form the building structure (many are not fit for designed purpose, do not comply with regulation for use and/or make false or misleading claims regarding their certification status). 
Examples of health and safety risks include the Grenfell Tower fire in London where many deaths occurred. Similarly, there was a major fire at Docklands in the Lacrosse
Tower and a recent one this year in Spencer Street at Neo 200. Further, there have been major structural issues with buildings in Mascot and the Opal Tower in Sydney.
There is a crisis of confidence in the industry and insurance companies in Australia and internationally are refusing to insure for cladding fire risk. Thousands of apartment
buildings throughout Australia, Europe, Asia and America have been built using highly flammable cladding. The problem is systemic and requires a holistic solution. That is
the premise Buildfit have adopted.

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