Reference no: EM133725868 , Length: 15 pages

Analyze customer behaviour

Assessment Task 1:

Question 1
Complete the table below by providing a brief definition of the marketing communication concepts listed.

Marketing Communication Concepts Definition of the Marketing Communication Concept Listed
Branding      
Online Presence      
Public Relations      
Target Audience      

Question 2
Complete the table below by providing a brief description of the marketing communication process stages listed.

Marketing Communication Process Stages Brief Description of Marketing Communication Process Stage Listed
Creating marketing communication program      
Capture market responses      
Record and maintain data      
Analyse and evaluate database information      

Question 3

Assume that you are working for Bounce Fitness, a fitness and wellness provider in Australia. As part of your work role, you must review the digital channels relevant to the Bounce Fitness.
Access the document below to learn more about the digital channels used by Bounce Fitness.
Digital Communication Policies and Procedures

Complete the table below:
Based on the document, identify at least one current digital channel used within Bounce Fitness for internal communication.
Explain how each identified digital channel is relevant to the organisation.

Digital Channel Used within Bounce Fitness for Internal Communication

How the Digital Channel is Relevant to the Organisation

Question 4

Assume that you are working for Bounce Fitness, a fitness and wellness provider in Australia. As part of your work role, you must review the digital channels relevant to your consumers.
Access the document below to learn more about the digital channels that Bounce Fitness uses to communicate with consumers.

Complete the table below:
Based on the document, identify one current digital channel used by Bounce Fitness to communicate with consumers.
Explain how the identified digital channel is relevant to the consumers.

Digital Channel Used by Bounce Fitness to Communicate with Consumers

How the Digital Channel is Relevant to Consumers

Question 5

Assume you are working for Bounce Fitness Bowling Alley. As part of your work role, you must review the marketing strategies used by the organisation.
Access the document below to learn more about the marketing strategy of Bounce Fitness Bowling Alley.

Bounce Fitness Bowling Alley Marketing Plan

Based on the Bounce Fitness Bowling Alley Marketing Plan, answer the questions below on marketing strategy.

Based on the document, provide a brief description of the marketing strategy used in the Bounce Fitness Bowling Alley.

Describe how the marketing strategy addresses the innate needs of consumers.
Innate needs of consumers refer to the essential needs which an individual is born with. These are physiological in nature and required to sustain physical life.

Describe how the marketing strategy addresses the acquired needs of consumers.
Acquired needs refer to the needs that an individual will develop after birth. These are primarily psychological in nature.

Describe how the marketing strategy appeals to motives that influence consumer decision-making.
Motives that influence consumer decision-making can be psychological, personal, social, and cultural in nature.

Learner must identify how the marketing strategy addresses the acquired needs of consumers.
Although wording will vary, for satisfactory performance, learner's response must refer to how Bounce Fitness Bowling Alley's marketing strategy provides for the psychological needs of the consumers.

For example, learner's response can include how as part of its marketing strategy, Bounce Fitness runs print advertisements that promote how use of Bounce Fitness products and services will improve an individual's lifestyle. This satisfies the consumers' need to validate their decision to live a healthy lifestyle.
Learner must identify how the marketing strategy appeals to motives that influence consumer decision-making.
Although wording will vary, for satisfactory performance, learner's response must refer to how Bounce Fitness uses techniques in convincing the target market to purchase the products and services it offers over that of its competitors.
For example, learner's response can include how Bounce Fitness offers discounted prices to customers who frequently use its Bowling facility through its Customer Frequent Bowler program. The promotion encourages the customer to continue using the facility.

Question 6

Assume you are working for Bounce Fitness Bowling Alley. As part of your work role, you must review how the hierarchy in the company is structured, the marketing policies and structures within it and the marketing objectives of its marketing plan.
To answer the questions below, you must access the following organisational documents:
Bounce Fitness Hierarchical Structure - Head Office
Bounce Fitness Marketing Policies and Procedures
Bounce Fitness Bowling Alley Marketing Plan

Based on the Bounce Fitness Hierarchical Structure - Head Office document, enumerate the seven roles in the organisational structure in the Bounce Fitness head office.

Based on the Bounce Fitness Marketing Policies and Procedures document, enumerate the five marketing policies and procedures in Bounce Fitness.

Based on the Bounce Fitness Bowling Alley Marketing Plan document, enumerate the three marketing objectives of the Bounce Fitness Bowling Alley.

Project Overview

This assessment is divided into seven tasks:
Task 1: Market Analysis
Task 2: Review of Consumer Interest
Task 3: Recommendations for Improvements to the Marketing Plan
Task 4: Presentation of Recommendations to Improve the Marketing Plan
This project requires you to complete the assessment tasks in a real workplace, or in an environment with conditions similar to that of a workplace.
Each task comes with a set of instructions. You are to follow and perform these instructions while being observed by the assessor and/or submit any required documentation.
Before starting this assessment, your assessor will discuss with you these tasks, including instructions and guidance for satisfactorily completing them.

You are required to:
Complete the tasks within the time allowed, as scheduled in-class roll.
Conduct market analysis.
Review consumer interest information collected from previous marketing initiatives.
Recommend changes to be made to the current marketing plan to improve its marketing strategies.
Present the recommendations of improving the current marketing plan to the stakeholders.

Task 1: Market Analysis

This task will require you to conduct a market analysis to assess the organisation's current marketing plan for a chosen product or service.
Use your workplace/organisation's template to complete this task, or use the Market Analysis template provided at the Bounce Fitness site.
To complete this task, you must:
Access the sources of the following:
Organisational marketing plan that includes the following information:
Procurement of materials
Contractors
Production costs
Production lead times
Organisational records on previous transactions that contain consumer data
Internet sources that contain information on the market profile relevant to the product or service to be chosen
Information from market profile relevant to consumer types refers to the information available that can be used to develop marketing strategies to capitalise on the behaviour of consumer types. This includes:
General features of products and services
Consumer attributes of the consumer types
Market trends and past performances relevant to the organisation's product and services
Choose a product or service from the marketing plan.

Identify the market analysis framework tool used on developing the current marketing plan.
Marketing framework tools are analyses or logical flows used to assess the marketing plan. This contains several components that work together as a whole to execute the marketing vision. This includes:
Porter Five Forces Model
SWOT Analysis
PEST & PESTLE Analysis
Identify the consumer needs considered in the market analysis framework tool used to develop the marketing plan.
Using the marketing plan, identify the following information relevant to the product or service you have chosen:
Procurement of materials
Contractors
Production costs
Production lead times
Using the information on the market, identify at least one product or service available in the market similar to the organisation's own product or service.
Compare each identified feature of the product or service available in the market with each feature of the organisation's own product or service.
Describe the consumer needs for the chosen product or service through analysis of trends.
Trends are general movements of the sales of the product or service over time. This perceives a projection of sales based on criteria observed from previous data.
Analysis of trends should be done using mathematical skills and techniques.
Describe the consumer needs for the chosen product or service through analysis of past performances.
Past performance refers to the records of previous sales of the product or service. This shows the expected average volume of sales based on set parameters similar from the recorded data.

Choose two consumer types based on the market profile and existing consumer data. Customer types include:
Loyal consumers
Loyal Consumers are the part of the population that patronize your product or service.
Discount consumers
Discount Consumers hunt for promotional discounts when purchasing products and services.
Impulse consumers
Impulse Consumers are the type of individuals who make purchases without planning it ahead of time.
Need-based consumers
Need-based consumers purchase products and services based on their day-to-day needs.
Using information on consumer data and market profile, identify the following consumer attributes for each chosen consumer type:
Age
Gender
Location of residence
Identify at least two features for each of the following:
Organisation's own product or service
Identified product or service available in the market
Product features are specific pieces of functionality that provides benefit or set of benefits for the consumer.
Service features are the list of work included in the services to be purchased. These features are designed to give the consumer benefits in purchasing the certain service.
Describe the differences between the identified consumer needs used in the framework tool and the consumer needs identified from the analysis of trends and past performance.
This information will be used in Workplace Project Task 3.
Collate your findings by completing the Market Analysis template.

Review the Workplace Project Task 1 - Assessor's Checklist before starting this task. This form outlines the following:
Resources you are required to access to complete the task. Discuss these resources with your assessor prior to starting this task
All criteria your submission must address to satisfactorily complete this task. You assessor will also discuss with you the criteria outlined in this form prior to the assessment
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Review the template you will use to complete this task. If you are using a template from your workplace/organisation, discuss with your assessor to ensure that the template covers all requirements that apply to this task. Otherwise, use the Market Analysis template provided at the Bounce Fitness site.
Submit the completed Marketing Analysis template to your assessor. Include any supplementary documents/sources used to accomplish the Marketing Analysis template, such as:
Organisational marketing plan
Organisational records on previous transactions that contain consumer data
Internet sources that contain information on the market profile relevant to the chosen product or service

Task 2: Review of Consumer Interest

ASSESSMENT INSTRUCTIONS
This task will require you to review data on consumer interest and complete a summary report by accessing documents and consulting stakeholders.
Use your workplace/organisation's template to complete this task, or use the Summary Report template provided at the Bounce Fitness site.
To complete this task, you must:
Access and review the following
Organisational marketing plan sourced on Workplace Project Task 1
Documents containing previous marketing communications conducted by the organisation.
Sources of information on industry, product and service knowledge
Information accessed will be used in your analysis of consumer behaviour.
Consult with at least two different stakeholders to collect data on consumer responses to previous marketing communications and organisational capability parameters.
Consumer responses to previous marketing communications refer to the feedback of consumers to the products or services of the organisation. This can include:
Answers of consumers to product or service surveys
Feedback submitted by consumers
Verbal response to interviews
Organisational capability parameters refer to the collective skills, abilities, and resources of the organisation in running a business. This includes:
Financial capability
Workforce capability
Information capability
Physical capability
Stakeholders refer to the person of authorities in the organisation responsible for marketing initiatives and data collection such as marketing specialists and team leaders.

Complete the Summary Report template by:
Identifying the following information on previous marketing communications:
At least two types of marketing communications previously conducted by the organisation.
Date when each of the identified marketing communications was conducted.
Summary of the consumer feedback on the chosen product or service for each of the identified marketing communications conducted.
Analysing if the current organisational capability parameters is sufficient to effectively market the chosen product or service to the target market.
The current organisational capability parameters must be analysed to check their ability to satisfy the requirements to meet the consumer demands.
Providing at least two recommendations to improve the organisation ability to respond to consumer demands based on the findings on the organisational capability.
Recommendations to be given must correspond to points for improvement on the organisation's initiatives in responding to consumer demands.
Consumer demands are the willingness of the consumers to purchase the products and services offered by the organisation. This also includes the ability of consumers to pay for the products and services.
Identifying the following personal information of the consumers using the information from the consumer responses to previous marketing communications:
Trend of interests
Buying power
Source of data
Age, gender, and location of residence of respondents

Analysing the identified personal information.
Analysis of trend of interests must identify the conditions where there is a peak of interest of the consumers with the product or service.
Analysis of buying power must identify consumer's ability or inability to purchase the organisation's product or service.
Analysis of source of data must identify where the consumers get information on the organisation's product or service.
Analysis of age, gender and location of residence of respondents must identify the age, gender, and location of residence of respondents that yielded the most purchases of the organization's product or service.
Reviewing relevant data and identifying the following using the consumer responses to previous marketing communications:
At least two types of digital footprints applicable to the product or service chosen in Workplace Project Task 1 and a description of how each identified digital footprint applies to the product or service.
Digital footprints refers to all forms of online presence of the product or service that the consumers interacted with, directly or indirectly. This includes:
Social media posts
Information stored to databases
Photos and videos posted online
At least two types of engagement journeys applicable to the product or service chosen in Workplace Project Task 1 and a description of how each identified engagement journey applies to the product or service.
Engagement journey refers to the value exchange between the product or service with the consumers that develop over time through marketing initiatives.
At least two product or service expectations of the product or service chosen in Workplace Project Task 1 collected from the consumer responses in the previous marketing communications.
Product or service expectations are ideas that consumers expect to receive or enjoy when they purchase the product or service.
Analysing if the current organisational capability parameters is sufficient to effectively market the chosen product or service to the target market.
The current organisational capability parameters must be analysed to check their ability to satisfy the requirements to meet the consumer demands.

Providing at least two recommendations to improve the organisation ability to respond to consumer demands based on the findings on the organisational capability.
Recommendations to be given must correspond to points for improvement on the organisation's initiatives in responding to consumer demands.
Consumer demands are the willingness of the consumers to purchase the products and services offered by the organisation. This also includes the ability of consumers to pay for the products and services.
Review the Workplace Project Task 2 - Assessor's Checklist before starting this task. This form outlines the following:
Resources you are required to access to complete the task. Discuss these resources with your assessor prior to starting this task
All criteria your submission must address to satisfactorily complete this task. You assessor will also discuss with you the criteria outlined in this form prior to the assessment
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Review the template you will use to complete this task. If you are using a template from your workplace/organisation, discuss with your assessor to ensure that the template covers all requirements that apply to this task. Otherwise, use the Summary Report template provided at the Bounce Fitness site.
Submit the completed Summary Report template to your assessor. Include any supplementary documents/sources used to accomplish the Summary Report template, such as:
Organisational marketing plan sourced on Workplace Project Task 1
Documents containing previous marketing communications conducted by the organisation
Sources of information on industry, product and service knowledge
You must also submit evidence of consultation with at least two stakeholders of the organisation in collecting data on consumer responses to previous marketing communications.
Evidence must be at least one of the following:
Email correspondence
Meeting minutes
Video recording of the consultation with the stakeholders
When submitting video/audio recording as evidence, ensure the audience whom you are seeking consultation from the purpose of the recording before doing so.

Task 3: Recommendations for Improvements to the Marketing Plan

ASSESSMENT INSTRUCTIONS
This task requires you to make at least two recommendations for the improvement of the current marketing plan.
Use your workplace/organisation's template to complete this task, or use the Summary of Recommendations Template provided at the Bounce Fitness site.
This task is divided into two parts:
Part A. Data Collection on Marketing Plan
To complete this task, you must:
Access and review the following
Organisational marketing plan sourced on Workplace Project Task 1
Marketing Analysis completed in Workplace Project Task 1.
Previous marketing communications sourced on Workplace Project Task 2
Summary Report completed in Workplace Project Task 2.
Documents containing organisational procedures and processes relevant to marketing
You must comply with these as you engage in your task.
Legislative requirements relevant to marketing.
Legislative requirements relevant to marketing are provisions to legislations that poses requirements in conducting fair and just marketing schemes. Legislations relevant to marketing include:
Competition and Consumer Act 2010
Privacy Act 1988
Spam Act 2003

Sources containing ethical requirements relevant to marketing.
Ethical requirements relevant to marketing are provisions of industry standards agreed upon by organisations and regulations groups to ensure fairness within the same industry. These standards include:
Copyright
Corporate Social Responsibility (CSR)
Organisational and industry codes of practice
Sustainability
Budgetary plans of the organisation containing budgetary requirements for marketing initiatives.
Budgetary requirements of the organisation for marketing initiatives are the set of budget limitations provided by the organisation to control the costs to be incurred when conducting marketing initiatives.
Review the marketing plan to identify the following:
Strategies in maximizing marketing
Budgetary requirements of the marketing plan
Schedule a face-to-face consultation with at least two stakeholders.
Stakeholders to be consulted must be the same stakeholders consulted with Workplace Project Task 2.
Inquire on the following information during the consultation:
Information on how consumer behaviour contributed to developing the marketing strategies in the marketing plan.
Consumer behaviour is the trend and tendencies of consumers in purchasing products and services.
Clarify with the stakeholders the role of the consumer in the digital environment to be used in model engagement conversations and interventions.
Digital environment refers to the virtual or cyber-generated environment accessed by the organisation to conduct marketing initiatives.
Partially complete the Summary of Recommendations Template by identifying the information obtained from consultation.

You must also submit an evidence of consultation with at least two stakeholders consulted.
Evidence must be at least one of the following:
Meeting minutes
Video recording of consultation
Audio recording of consultation
When submitting video/audio recording as evidence, ensure the audience whom you are seeking consultation from the purpose of the recording before doing so.

Part B. Recommendations of Revision for Current Marketing Plan
To complete this task, you must:
Outline how influences on consumer behaviour can be used to target effective marketing strategies by identifying the following:
At least two influences on consumer behaviour that can be used to target effective marketing strategies appropriate to the chosen product or service in Workplace Project Task 1.
How the influences on consumer behaviour is used in developing effective marketing strategies to reach the target market.
Identify the marketing focus of the current organisational marketing plan.
Marketing focus is the approach to use marketing opportunities in developing marketing strategies and operations.
Propose a rationale for the marketing focus.
Rationale refers to the reasoning on why the specific marketing focus was chosen for the organisation's marketing plan.
Identify the following based on the clarified role of digital environment:
At least two model engagement conversations appropriate for marketing the product or service
Engagement conversations refer to model conversations that the organisation can use to maintain interest of the consumers with the product or service. Engagement conversations can include:
Automated responses to social media messaging
E-mail templates for product promotions
Standard verbal communication with consumers

At least two model engagement interventions appropriate for marketing the product or service
Engagement interventions refer to model actions that the organisation can use to stay relevant with the consumers. Engagement interventions can include:
Social media promotions
Consumer loyalty programs
Print advertisements
Identify at least two marketing strategies in the marketing plan that requires improvements using the Market Analysis completed in Workplace Project Task 1 and the Summary Report completed in Workplace Project Task 2.
Identify recommendations on revisions to the identified marketing strategies in the marketing plan that requires improvements.
Recommendations on the revisions to marketing strategies in the marketing plan must correspond to revisions to points for improvements on the marketing plan to promote the organisation's product or service effectively.
Confirm that the marketing plan's focus of appeal is in line with the following:
Legislative requirements relevant to marketing
Ethical requirements relevant to marketing
Budgetary requirements of the organisation for marketing initiatives
Complete the Summary of Recommendations Template using the information collected.
Review Workplace Project Task 3 - Assessor's Checklist before starting this task. This form outlines the following:
Resources you are required to access to complete the task. Discuss these resources with your assessor prior to starting this task.
All criteria your submission must address to satisfactorily complete this task. Your assessor will also discuss with you the criteria outlined in this form prior to the assessment.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.

Submit the completed Summary of Recommendations template to your assessor. Include any supplementary documents/sources used to accomplish the Summary of Recommendations template, such as:
Consumer responses to previous marketing communications
Documents containing organisational policies and procedure relevant to marketing
Legislative requirements relevant to marketing
Sources containing ethical requirements relevant to marketing
Budgetary plans of the organisation containing budgetary requirements for marketing initiatives

Task 4: Presentation of Recommendations to Improve the Marketing Plan

ASSESSMENT INSTRUCTIONS
This task will require you to present to at least two stakeholders the recommendations for revising the organisation's current marketing plan completed in Workplace Project Task 3.
To complete this task, you must:
Schedule a presentation with at least two stakeholders.
Stakeholders to be consulted must be the same stakeholders consulted on Workplace Project Task 2 and 3 .
Present the following to stakeholders:
Results of the Marketing Analysis report conducted in Workplace Project Task 1.
Results of the Summary Report completed in Workplace Project Task 2.
Findings of the Summary of Recommendations completed in Workplace Project Task 3, highlighting the following:
Rationale for marketing focus
Sections of the marketing plan that require changes to be made
Sections of the marketing plan to be identified must correspond to sections that are directly affected by the recommendations in revising the marketing plan. These sections must also correspond to the recommendations identified in Workplace Project Task 3.
Sections to be added to the marketing plan, if any
Sections to be added on the marketing plan must correspond to recommendations identified in Workplace Project task 3. Sections to be added must contain information not found in existing sections of the current marketing plan.
Expected results from the changes to be made based on the recommendations.
Expected results must include improvements on the organisation's ability to meet the organisational goals relevant to marketing.

Review the Workplace Project Task 4 - Assessor's Checklist before starting this task. This form outlines the following:
Resources you are required to access to complete the task. Discuss these resources with your assessor prior to starting this task
All criteria your submission must address to satisfactorily complete this task. You assessor will also discuss with you the criteria outlined in this form prior to the assessment
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
You must submit evidence of presentation to at least two stakeholders to your assessor.
Evidence must be at least one of the following:
Meeting minutes
Video recording of the presentation to stakeholders
Audio recording of the presentation to stakeholders
When submitting video/audio recording as evidence, ensure the audience whom you are presenting to from the purpose of the recording before doing so.