Complete Part A, then choose any two (2) topics from Part B.
Read through the requirements of both Part A and Part B first before commencing any tasks. Think about your problem statement in Part A in the context of the two topics you’d like to focus on from Part B and vice versa.
Part A: Describe the problem
Briefly describe (200 – 300 words) a marketing problem currently facing your organisation. Examples may be:
a supplier or distribution issue
a new product launch
re-branding activities
a foreign market entry
a pricing issue
a new promotional campaign.
The key to successfully completing this section is to create a problem statement. It is easy to grab the first problem that comes to mind but deeper reflection will often reveal the true problem. The following resources will help you:
Quick tips – Make sure you’re solving the right problem
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(Harvard Business Review 2012).
A more detailed step-by-step approach Are you solving the right problem?
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(Spradlin 2012). Note: Click on HBR to proceed to the article.
Root cause analysis
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(Rudy 2014).
Part B: Choose any two (2) topics from the list below
You will need to draw upon the research literature in the area of the chosen components of consumer behaviour. Theory, rather than contextual factors should drive your response. Do not simply provide your opinion, but draw upon the material from this unit, as well as specific research that you have conducted. Students who simply use material supplied to them through this unit will receive low marks.
Part B1: Active SWOT
Prepare an active SWOT analysis for the relevant business or business unit involved. You must create a numeric driven active SWOT. Do not simply provide a list of words for each element of the SWOT. The key to this section is to be able to draw a clear and logical link between elements in the SWOT components of the model and your proposed strategy in the active sections of the model. See this detailed explanation for completing anactive SWOT (PDF 950KB). Note: you will be penalised if you provide a simple four-box SWOT or a SWOT without a rank or weighting assigned.
Refer to the Week 2 learning materials for guidance.
Part B2: Matching process
Apply the ‘matching process’ model to this situation, outlining the company (organisation) objectives and capabilities, the customer needs and the marketing mix currently in place (or proposed) to match these two. That is, how does your organisation take advantage of the strengths identified in B1 to meet the needs of consumers, and take advantage of opportunities in the market while minimising the impact of perceived threats to the organisation?

Part B3: Segmentation analysis
Conduct a detailed segmentation analysis of the market using one or more of the standard segmentation bases (e.g. age, income, lifestyle, values or behaviours). Higher marks will be awarded to those who meaningfully segment the market on bases of segmentation other than demographics. Clearly indicate the main segments and how they differ from each other in terms of the marketing mix elements required to satisfy them. Think about the characteristics that your consumers have in common that would allow them to be placed into a segment. In order to answer this question effectively you need to demonstrate and justify the choice of characteristics upon which to segment the market and then demonstrate how these characteristics coalesce to form unique segments in the market.
Refer to the Week 4 learning materials for guidance.
Part B4: Communication plan
Prepare a marketing communication plan for this product/service, indicating the key objectives (related to influencing consumer decision-making and purchase activity), the elements of the communication mix to be used and the ways in which these elements should be integrated (a Gantt chart will help). This is meant to be an overview of a promotional plan and is not meant to be a detailed promotional plan. This plan should demonstrate an understanding of the segments that are being targeted, the consumer needs that the organisation is satisfying, the size of the market and how the organisation will reach its actual and potential consumers. Please remember to include a range of promotional tools, including digital and social media in your plan. Additionally, justify the choice of tools and present a proposed budget for any campaign that is being suggested. You must explain how your communication strategy aims to impact the behaviour of the consumer or how it will influence future behaviour relative to your organisation’s product or service.
Refer to the Week 6 learning materials for guidance.
Part B5: Marketing research plan
Prepare a marketing research plan to assist with decision-making on the problem identified in Part A. Outline the key objectives of the research, sample size and how the sample size will be selected, why this sampling approach has been chosen, appropriate research techniques and some specific questions to be addressed. The research plan should explicitly address any restrictions (e.g. budget, timing, access to respondents) likely to be encountered and propose how these will be dealt with or compensated for. Justify the use of methods and remember to utilise the marketing research process.

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