Reference no: EM133178684

BSBMKG435 Analyse consumer behaviour

Task: 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
• Consult with at least two different stakeholders to collect data on consumer responses to previous marketing communications and organisational capability parameters.
• Complete the Summary Report template by:
o 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.
o Analysing if the current organisational capability parameters is sufficient to effectively market the chosen product or service to the target market.
o Providing at least two recommendations to improve the organisation ability to respond to consumer demands based on the findings on the organisational capability.
o 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
o Analysing the identified personal information.
o 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.

• 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.
• 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.
• Analysing if the current organisational capability parameters is sufficient to effectively market the chosen product or service to the target market.
• Providing at least two recommendations to improve the organisation ability to respond to consumer demands based on the findings on the organisational capability.

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