Reference no: EM133178664

BSBMKG435 Analyse consumer behaviour

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

Marketing Communication
Concepts
a. Branding
b. Online Presence
c. Public Relations
d. Target Audience

Question 2: Complete the table below by providing a brief description of the marketing communication process stages listed.
Marketing Communication
Process Stages
a. Creating marketing communication program
b. Capture market responses
c. Record and maintain data
d. 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

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

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.

Based on the Bounce Fitness Bowling Alley Marketing Plan, answer the questions below on marketing strategy
a. Based on the document, provide a brief description of the marketing strategy used in the Bounce Fitness Bowling Alley.

b. Describe how the marketing strategy addresses the innate needs of consumers.

c. Describe how the marketing strategy addresses the acquired needs of consumers.

d. Describe how the marketing strategy appeals to motives that influence consumer decision-making.

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

a. Based on the Bounce Fitness Hierarchical Structure - Head Office document, enumerate the seven roles in the organisational structure in the Bounce Fitness head office.
b. Based on the Bounce Fitness Marketing Policies and Procedures document, enumerate the five marketing policies and procedures in Bounce Fitness.
c. Based on the Bounce Fitness Bowling Alley Marketing Plan document, enumerate the three marketing objectives of the Bounce Fitness Bowling Alley.

Practical Assessment

To be assessed for this unit of competency, you must demonstrate your skills and knowledge to conduct a strategic analysis to develop an organisational marketing strategy. This involves identifying the organisation's strategic direction, evaluating marketing opportunities and formulating a marketing strategy.

The Practical Assessments in this workbook include:
1. Workplace Assessment
A series of tasks assessing the learner's practical knowledge and skills relevant to the unit of competency.
This includes the learner completing workplace documents or similar as evidence of competent performance.
2. Workplace Practical Observation
A set of assessment tasks where the learner must demonstrate practical skills relevant to the unit of competency. These skills are to be demonstrated while being observed by the assessor.

This workplace project assessment requires you to demonstrate your knowledge in analysing consumer
behaviour and improving the organisation's marketing plan.
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

Assessment Instructions
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:
o Organisational marketing plan that includes the following information:
• Procurement of materials
• Contractors
• Production costs
• Production lead times
o Organisational records on previous transactions that contain consumer data
o Internet sources that contain information on the market profile relevant to the product or service to be chosen.
• Choose a product or service from the marketing plan.
• Identify the market analysis framework tool used on developing the current marketing plan.
• 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:
o Procurement of materials
o Contractors
o Production costs
o 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.
• Describe the consumer needs for the chosen product or service through analysis of past performances.
• Choose two consumer types based on the market profile and existing consumer data. Customer types include:
o Loyal consumers
o Discount consumers
o Impulse consumers
o Need-based consumer

• Using information on consumer data and market profile, identify the following consumer attributes for each chosen consumer type:
o Age
o Gender
o Location of residence
• Identify at least two features for each of the following:
o Organisation's own product or service
o Identified product or service available in the market
• 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.
• Collate your findings by completing the Market Analysis template.

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
• 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

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
o Organisational marketing plan sourced on Workplace Project Task 1
o Marketing Analysis completed in Workplace Project Task 1.
o Previous marketing communications sourced on Workplace Project Task 2
o Summary Report completed in Workplace Project Task 2.
o Documents containing organisational procedures and processes relevant to marketing
o Legislative requirements relevant to marketing.
o Sources containing ethical requirements relevant to marketing.
o Budgetary plans of the organisation containing budgetary requirements for marketing initiatives.
• Review the marketing plan to identify the following:
o Strategies in maximizing marketing
o Budgetary requirements of the marketing plan
• Schedule a face-to-face consultation with at least two stakeholders.
• Inquire on the following information during the consultation:
o Information on how consumer behaviour contributed to developing the marketing strategies in the marketing plan.
o Clarify with the stakeholders the role of the consumer in the digital environment to be used in model engagement conversations and interventions.
• Partially complete the Summary of Recommendations Template by identifying the information obtained from consultation.

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:
o 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.
o 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.
• Propose a rationale for the marketing focus.
• Identify the following based on the clarified role of digital environment:
o At least two model engagement conversations appropriate for marketing the product or service
o At least two model engagement interventions appropriate for marketing the product or service
• 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.
• Confirm that the marketing plan's focus of appeal is in line with the following:
o Legislative requirements relevant to marketing
o Ethical requirements relevant to marketing
o Budgetary requirements of the organisation for marketing initiatives
• Complete the Summary of Recommendations Template using the information collected.

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.
• Present the following to stakeholders:
o Results of the Marketing Analysis report conducted in Workplace Project Task 1.
o Results of the Summary Report completed in Workplace Project Task 2.
o 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 to be added to the marketing plan, if any
o Expected results from the changes to be made based on the recommendations.

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

Attachment:- Analyse consumer behaviour.rar