Based on your situational analysis, SWOT analysis and any market research you have done in the previous weeks (for your client), outline the buying behaviour of the potential customers of your...

Based on your situational analysis, SWOT analysis and any market research you have done in the
previous weeks (for your client), outline the buying behaviour of the potential customers of your
client’s product:
1. What are the major groups/socio-cultural factors that may influence the buying behaviour of
potential customers
2. What is the major individual – personal & psychological – factors that may influence the
buying behaviour of potential customers
3. The level of involvement a potential customer may have with your product
4. The stages of the decision-making process of the potential customer, including how much
time and effort may be spent at each stage.


Think of an organisation that you would like to be the focus of a marketing plan that you will prepare
during this semester.
Identify the potential target market or markets, be as specific as possible, outline the following for
each target market that you identify:
a. Demographic characteristics
b. Geographic characteristics
c. Psychographic characteristics
d. Behavioural characteristics
Finally, analyse the need for each target market segment by explaining the following:
a. Current (and potential future) needs of each target market segment
b. How your chosen organisation’s current product offerings meet these needs (or will be able
to positioned to meet these need)
c. How competing product offerings currently meet these needs (or will likely be positioned in
the future to meet these needs)


Think of an organisation that you would like to be the focus of a marketing plan that you will prepare
during this semester.
1. What is the product?
2. What are its main features?
3. Why would the target market want to buy this product compared to the competition
4. Outline and evaluate potential product strategies that will likely meet the needs of the
target market.
If you have chosen a services organisation for your marketing plan:
1. Analyse the services about the additional 3Ps of the services marketing mix
2. Outline potential marketing strategies to achieve sustainable competitive advantages in
each of these three areas