Hey there!
I have another one, it's also more research, analyzing consumer behaviour!
Code: BSBMKG419 Analyse consumer behaviour
File attached, thank you! :)
CUA50715 Diploma of Graphic Design BSBMKG419 Analyse consumer behaviour Student name: XXXXXX Student number: XXXXXX Assessment number: 34425/01 All terms mentioned in this text that are known to be trademarks or service marks have been appropriately capitalised. Use of a term in this text should not be regarded as affecting the validity of any trademark or service mark. © Open Colleges Pty Ltd, 2017 All rights reserved. No part of the material protected by this copyright may be reproduced or utilised in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the copyright owner. Printed in Australia Once you feel confident that you have covered the learning materials for this unit, you are ready to attempt this assessment. To help Open Colleges manage your assessment, please use the following file-naming convention when you save your Microsoft Word document. Your file should be named and saved to your computer’s hard drive using your: [student number]_[assessment]_[assessment number].doc For example: 12345678_34425_01.docx Assessment submission When you are ready to submit your assessments, upload the files in OpenSpace using the Assessment Upload links in the relevant Study Period of your course. If you need further assistance, the Student Lounge provides a ‘Quick Guide to Uploading Assessments’. Uploading assessments in OpenSpace will enable Open Colleges to provide you with the fastest feedback and grading for your assessment. Ensure that you upload each assessment task separately. Each assessment can be identified by the unique Open Colleges Code, for example the number for this assessment is 34425/01. It is important that you keep a copy of all electronic and hard copy assessments submitted to Open Colleges. Introduction You are required to complete one assessment for BSBMKG419 Analyse consumer behaviour. In completing your assessments you will: · confirm product or service market · assess reasons for existing levels of consumer interest · recommend focus of appeal for marketing strategies for product or service Assessment 34425/01 In completing this assessment you must satisfactorily complete the activity identified in this table: Activity description Submission Report 600 words Report 800 words+ completed survey sample Part 1: Product and market profiling report Part 1 requires you to gather information and develop a report that includes the following: · a market segment profile · a preliminary profile · a product or service profile · an explanation of the alignment between the product/service and the consumer profile In undertaking this assessment, you are to identify a product or service that you want to market. You are to identify and describe your market segment and identify and apply relevant information gathered from a number of sources to develop the above listed profiles and descriptions. One of the sources you will need to access is the organisation’s marketing plan for the product/service you wish to market. For help with this assessment, go to the MPlans.com website to identify an appropriate product/service and corresponding marketing plan. Choose a product/service of interest with a highly detailed and comprehensive marketing plan. Also, ensure the marketing plan you reference contains a strong digital marketing component, referencing analytical tools and digital consumer engagement. Notes The outcomes of this assessment will be subject to further analysis and processing in Part 2 of this assessment and Part 1 of the next. We recommend that you read ahead and understand these assessment tasks – this will help you determine if the product/service and marketing plan you have chosen provides sufficient detail for completing the required analysis and reports. You must prepare all reports in this and the following asse4sssment in accordance with your organisation’s relevant policies and procedures. If you cannot access such policies, then please use the ones provided in Appendix 1. To access information on relevant legislation and regulations, please see your learning module, Topic 8.3.4. Instructions Select a product or a service you want to market. Then: 1. Provide a brief description of the product and/or service you selected being marketed and the company. Also, include in this the personnel in the company organisational structure you will need to liaise with. 2. Identify and provide a description of the target market for your product or service, after analysing the key demographic trends of current and pote4ntial consumers. 3. Investigate consumer need for the product or service through analysis of trends and past performance. 4. Develop a preliminary or untested profile of your consumers which includes: · a description of the area where · a profile of the typical household income of your customer · a brief description of the social class/socio-economic demographics of your typical customers · a summary of your customer’s typical family status (i.e. single, married, divorced) · a summary of any lifestyle of psychographic details that apply to your typical customer 5. Provide a description of the current market and, in particular, its current size in dollars and/or volume units. 6. Develop a statement explaining the alignment between your selected product or service and your consumer profile. 7. Identify and test features of the product/service in accordance with the marketing plan. 8. Collage a 600-word report containing the outcomes of the above steps in accordance with your organisation’s policies and procedures (see Appendix 1 if you have no access). Assessment outcomes Your assessor will be looking for: identification and use of appropriate information for these tasks application of analytical processes to the processing of the information gathered use of appropriate market segmentation criteria use of segment descriptors and categories to describe the segment use of appropriate consumer profiling criteria identification of both current and potential consumers application of demographic and other descriptors to the consumer profile understanding of a marketing plan and its role and function in the organisation. Part 2: Existing consumer interest report Using the same product and business from Part1 of this assessment, you are required to research this product further and develop a report that includes the following: · a validated consumer profile · a detailed analysis of the buying trends influencing the market segment · a detailed analysis of consumer behaviour · a review of past marketing activities or positioning of the product or service in relation to the effectiveness of its focus of appeal · a situational analysis of the organisation’s capabilities and ability to respond to any changes in the marketplace or in consumer demands · a completed copy of the survey you administer (see point 2 below), ensuring that the survey and data collected meets all requirements Instructions Select a product or a service you want to market. Then: 1. Research and confirm buying trends in your market sector analyse these and identify the potential impacts for your product or service. 2. Validate the consumer profile you developed in Part 1 by developing and administering consumer attitudes and behaviour survey to a cross section of your identified consumer group. Ensure the survey contains relevant questions about consumer behaviour on digital platforms and using digital channels relevant to your’ company’s marketing plan. Note that the consumer role concerning a digital environment is usually more than simply that of being a purchaser (e.g. social media). 3. (i)Analyse outcomes of these activities and develop a detailed statement about relevant trends in consumer attitudes and behaviour in your market segment, with consideration individual, social and lifestyle influences. This must include insight into modelling consumer behavior, expectations, and roles, concerning digital marketing channels. (ii) Also, determine and explain through insights taken from the survey, how the digital engagement journey typically appears for consumers, and the kinds of digital footprints left by them on this journey (from which you can gain further insight into digital behaviour). 4. Complete a review of past marketing activities or positioning of the product or service in relation to the effectiveness of its focus of appeal. 5. Cost-benefit analysis, comparing the use and effectiveness of digital marketing channels currently identified in the marketing plan. 6. Conduct a detailed analysis of your organisation and identify capabilities for responding to consumer demand using a SWOT analysis. 7. Write an 800-word written report covering all points in accordance with your organisation’s policies and procedures (see Appendix 1, if you have no access). Assessment outcomes Your assessor will be looking for: a consumer profile validated by a consumer attitudes survey or another credible survey medium an explanation of the impact of social values and lifestyle values on types of products purchased application of demographics and other descriptions to the consumer profile a detailed analysis of the buying tends influencing their market segment, including consideration of digital channels an evaluation of the influence of previous marketing activities application of analytical processes to the processing of the information gathered a clear, logically assembled report. Appendix 1: Report preparation and writing policy Ethical Trading Group staff and managers in our organisation may have many occasions where they need to write reports to disseminate information to internal and external stakeholders. Some examples include sales reports, business cases, compliance reports and project status reports. Reports range from short informal or semi-formal reports to longer formal reports. The format is determined by the purpose of the report, the amount of detail required, and the audience for whom it is intended. Your department may have templates for the common types of reports that the department prepares for stakeholders. The aim of this fact sheet is to assist staff to prepare and produce reports which are clear, consistent and meet the needs of stakeholders. You should always seek to adapt the content, tone and language of your documents to the situation (context) and intended audience of your communication. When beginning to write you need to consider: Who are you writing to? What is the primary purpose of your document? Why should the reader care about your message? When and where does the action take place? What are your expected outcomes? In our organisation, the information provided in reports should be easy to find and written in a way that the stakeholder can understand it. This is one reason why we divide reports into sections clearly labelled with headings and sub-headings. Technical information which would clutter the body of the report is placed in the appendix. In order to produce a high-quality report, it is essential to include accurate, relevant and up-to-date information collected from a wide variety of sources. A good report: makes the purpose of the report very clear in the introduction presents information that is both sufficient and accurate has headings and subheadings that are clear and uses a format that is appropriate to the report type summarises all sections of the report in the executive summary states recommended actions in clear concise statements and justifies these in relation to the findings of the report uses language appropriate to the relationship between the writer and the reader. Reports for decision-making Some reports, for example business cases or project proposals, provide information about an issue or idea which requires funding or a decision by more senior management. Your proposal should outline the costs and benefits of the project or idea clearly and succinctly. Ensure it contains sufficient detail to satisfy management