CUA50715 Diploma of Graphic Design
BSBMKG419 Analyse consumer behaviou
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Assessment number: 34425/01
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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 co
esponding 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
ief 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 cu
ent 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
ief description of the social class/socio-economic demographics of your typical customers
· a summary of your customer’s typical family status (i.e. single, ma
ied, divorced)
· a summary of any lifestyle of psychographic details that apply to your typical custome
5. Provide a description of the cu
ent market and, in particular, its cu
ent 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 cu
ent 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 behaviou
· 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 cu
ently 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
eport 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