HI5004 Marketing Management Assignment Sample
Purpose:
This assignment is designed to assess your level of knowledge of the key topics covered in this unit.
Description: There are 6 questions in the Tutorial Assignment. The assignment details will be available in Blackboard in Week 10. Once the assignment available, you will have 24 hours to finish and submit it. The Interactive Tutorials are designed to assist students with the process, skills and knowledge to answer the questions contained in the assignment, and include tutorial questions covered over Week 2 to Week 11 inclusive.
It is important when you answer the questions, you do not just copy and paste the answers from other sources, but rather, try to paraphrase it and provide reference (in- text referencing or citation) to all your answers. All references must be listed appropriately at the end of the report using Harvard referencing style.
The questions to be answered are:
Question 1:
You have been hired to develop a marketing plan for QANTAS Airlines. Discuss the 4 segmentation bases that may be used, and then recommend a target market for QANTAS.
Students should combine their discussion with theories provided in lecture
Reference: a minimum of 2 academic sources to support your discussion. References provided must follow Reference Requirement detailed on page 4.
Question 2:
Explain using the perceptual map provided, the positioning of each of these cities.
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Question 3:
UK gym company Fast Fitness operates in over 100 countries, and Australia is being considered as a potential new market for Fast Fitness. As the marketing manager for Fast Fitness you have decided to research the Australian market. You have identified office workers in the two major cities of Sydney and Melbourne as your target market.
Discuss two micro environments that may impact Fast Fitness in this market that you would consider when formulating your marketing strategies.
Question 4:
Discuss each of the five stages in the consumer decision making process when buying a new computer for your sister. You should combine your discussion with theories provided in the lectures.
Reference: a minimum of 2 academic sources to support your discussion. References provided must follow Reference Requirement detailed on page 4.
Question 5:
Culture is the fundamental determinant of a person's wants and behavior. The growing child acquires a set of values, perceptions, preferences, and behaviors through his or her family and other key institutions. What values are typical South-East Asian children exposed to?
Reference: a minimum of 2 academic sources to support your discussion. References provided must follow Reference Requirement detailed on page 4.
Question 6:
Identify, describe and discuss (minimum 3) challenges associated with mobile marketing. Discuss how should advertisers may overcome each of these challenges? Provide examples to illustrate your discussion.
Solution
Question 1
A marketing plan is one such written statement of marketing objectives, strategies and activities to be followed in a business plan. As a matter of known fact, a marketing plan greatly assists in promoting products and services in a business that meet the generic needs of the customers. Considering the case of QANTAS Airlines the airways is one of the leading flag carriers of the Australian subcontinent. For University Assignment Help, Therefore, in order to prepare an end-to-end aligned marketing plan for the airlines initially a SWOT matrix for the company must be prepared to know about the strengths and weaknesses of the firm. The types of segmentation that are generally utilised in a marketing plan are: Demographic segmentation, psychographic segmentation, geographic segmentation and behavioural segmentation. The demographic segmentation is generally on the basis of age and level of education considering the case of Australia. The psychographic segmentation may be on the lifestyle and belief pattern. The geographic segmentation would depend upon different regions. Whereas behavioural segmentation depends upon purchasing and spending habits. The main purpose of the company is to make a profit (Jia, 2021, p62(1)). As Qantas airlines holds a prestigious position in the Australian subcontinent, it may be recommended that the marketing plan of the company must work upon its strength to deliver superior services to its target audiences.
For instance, the airlines have a strong backing of the government of Australia it can choose to target coach passengers as per their age group and education. Market attractiveness is a concept that uses many factors to determine whether or not a market might be a profitable one for investment (Unaldi, and Soydemir, 2019, p131(5)). Business-class passengers as per their lifestyle and belief pattern. The premium economy one which cost 50% more than the actual coach according to the different regions the airline is travelling and the first-class passengers charging three times more than the business ranging on customer's spending and purchasing habits. Selection of the correct target market is crucial as it enables an organisation in directing its valuable resources to the customers that show high potential for its sales growth, loyalty and interest in the product. Accordingly, the target market of Qantas airlines has been selected and recommended as per the segmentation and potential typology. The marketing plan of the company would thereby have its venture aimed at this specific group of potential customers.
Question 2
A perceptual map is generally the visual presentation of the held on perceptions of the target audiences about the different perceived attributes of a place or an organisation. Perceptual mapping can illustrate complex relations relatively simply (Gigauri, 2019, p73(6)). Throwing light on the scenario of the provided perceptual map it is to be mentioned that Paris as a city lies high on the points of interest when weighed against the other popular cities such as Rome, Las Vegas and Cancun. As the Y-axis denotes '$' sign it can be assumed that here Paris as a city is way more expensive than the other hotspot locations marked on the map. Nevertheless, on the customer segment 2, the positioning of Washington DC denotes it as another point of interest that is less expensive when compared to the other cities mentioned in the upper quadrant.
All the same, on the other hand, customer segment 1 denotes beaches to the points of interest. Though the number of cities in the part is less yet the map provides the customers the actual ideology of the popular beaches and their cost of expense. For instance, according to the perceptual map, Maui is a popular beach that is also high on expenses. Nevertheless, the lower quadrant of the segment even mentions Nassau and Tampa. Where Nassau holds a better position than that of Tampa. Here Nassau not only is slightly higher on expense but also gains better tourist attraction when weighed against that of Tampa. Similarly, on the other side, customer segment 2 explains Rome has been witnessing more tourists owing to its points of interest than Las Vegas and Cancun. Moreover, it even states that Rome is but an expensive trip as it stands higher on the monetary ranges as well. In other words, the perceptual map positions the different cities according to their status of beaches and points of interest.
Question 3
The micro environment of a business organisation consists of the factors that are in the immediate area of operation impacting its overall performance along with its freedom of decision making. A typical business environment can be viewed as the total surroundings of businesses which have a significant bearing on a firm’s performance and growth (Mupamhadzi, and Maloma, 2020, p408(1)). Considering the case of the Fast Fitness firm the organisation is one of the leading gyms in the United Kingdom. However, when expanding its wings in the Australian subcontinent it is to be mentioned that the organisation might face a stiff competition that would in turn only impact its microenvironmental conditions. However, when formulating the marketing strategies, the microenvironmental factors that may typically impact the Fast Fitness firm in the Australian subcontinent are:
Impact of customers: As a matter of known fact, customers indeed have the most straight away impact on the business. The simple and quite generic fact is that one cannot operate without knowing about their customer types. As the competition in the fitness industry of Australia is already intense the fast fitness group would have to ideally implement and initiate campaigns to build a strong customer base for generating revenue.
The availability of workers: A company’s working employees are majorly known for producing, and selling the services of the firm. As Fast Fitness has already built its brand name and is known worldwide for its dedicated services, it can be added that the company might have a tough time in finding such dedicated employees in Australia. The availability of motivated, qualified workers for business types is exceptionally crucial for economic and overall growth of the company. Fast Fitness might have to pay more salary to attract specialized and qualified workers for its company in the long run.
Question 4
A consumer decision making procedure is a process via which a consumer becomes aware of the needs and thereby proceeds further to collect information for solving the issue. A challenge faced by all marketers today is how to influence the purchase behaviour of consumers in favour of their products or services (Stankevich, 2017, p7(1)). In case of buying a computer for my sister, the different stages of decision making would mainly consist of the following 5 sections.
- Problem recognition: The first stage consists of problem recognition. Where the buyer mainly recognises issue triggered by internal or external stimuli. In case of buying computer for my sister, the first stage would thereby be the process of recognising issue with the current one.
- Information search: The second stage to buy a computer would include searching information about different computer models available in the market. The search can further be from personal, commercial, experimental and public sources.
- Evaluation of alternatives: Once the information from different sources is gathered a buyer engages in evaluating the different alternatives. Consumers have a nearly endless amount of opportunities nowadays (Willman-Iivarinen, 2017, p2(1)). For instance, in case of a computer, this would especially include the memory capacity, the size and weight and the price of different computers. A customer mainly engages in this stage to take the best possible decision.
- Purchase decision: The purchase decision is thereby determined on the final grounds. The stage majorly consists of two models namely: Compensatory vs. non-compensatory models. The attitude of other customers along with the unanticipated situational factors make a huge difference in this stage.
- Post-purchase behaviour: The post-purchase behaviour here would determine the entire ultimate satisfaction of customers. For instance, after few months of usage whether my sister would recommend the same laptop to others or would rent it to others would determine her post-purchase satisfaction.
Question 5
An individual’s acquired culture plays a strong role and influence on their needs and wants. It is through a person’s cultural identity that he or she learns how to live, what to value and thereby conduct themselves in the society. Considering the case of a growing child, an adolescent always acquires certain habits from his/her parent and other education intuition they become a part of. South-East Asian values are a set of those values that are mainly promoted ever since the late 20th century. Throwing light on the scenario more elaborately, the South East Asian culture is mainly fond of family, humour, equality and enjoyment in life. In the growing years the young children that are exposed to such values further frame their pathway of life accordingly. For instance, the children that are taught the value of family at such a young age further end up demanding and wanting things for their parents and elders as well.
Nevertheless, the cycle of preferences from the senior members of the family are also passed on the juniors. Like a certain food or drink liked by a child's parents may eventually might also be liked by the child until he/she is exposed to the outer world scenario and the other alternatives that come along with it. Larger historical and political process shape formation of identity (Reyes, 2017, p4(4)). Similarly, the South East Asian people are also quite obsessed with sports. They consider, believe and take themselves to be unusually obsessed with sports, the children growing up in the craze of such an environment further absorb the same as they only end up having even more obsession towards sports.
The typical values which the South East Asian children are exposed to might range from creativity and consumption values to the moral set of ethnic and art believes. This in turn shapes up their demand and preference pattern as well. For instance, these people usually end up demanding products and services that are exceptional in its own kind along with being distinct from the market space as well.
The South-East Asian children are also exposed to the values of diversity from a very young age. For instance, the countries falling in the area specifically do not have their own uniform national culture as they are made up of various different cultures owing to the wave of migration. Elders are given much respect in Southeast Asia culture because they are often deemed as the wiser ones in the society (Tours PH, 2021, p1(5)). This makes the children more exposed to diversity and acceptance of distinct varieties from a young age. Due to this particular circle, a child further ends up learning different sets of values that transforms their thought process and their lookout towards their demands.
Question 6
Mobile marketing is one such multi-channel online marketing technique that is stressed at reaching a particular audience via their smartphones, tablets, or other devices along with websites. Mobile marketing is generally low cost budgeted. However, the challenges associated with it can be severe in the long run. Few of the challenges of mobile marketing are:
- Mobile Content Delivery: optimizing the way the content is consumed and delivered involves much more than just making the content a fit for the smaller screens. For instance, it is often witnessed that web-based chatbots are short and simple for solving the queries of customers. However, at times the small screen and optimization often even makes it difficult and more challenging for audiences. In order to overcome the same, the advertisers may further utilise different types of click ads that redirects the audience to the actual page of advertising rather than making them view the ad on content page.
- Understanding The Audience Consuming Dynamics: As mobile is a critique part of one’s everyday life it is all the more crucial to understand how the audiences utilise it to consume content. For instance, understanding the fact whether the audiences prefer to listen, read or watch. To overcome the challenge the advertisers must conduct a survey and thereby produce advertisements to suit their audience needs.
- Making Adaptive Contents: In the tight-packed era of digitalization, the online platforms offer various opportunities to advertisers to raise their brand awareness. For instance, different free applications add value to content marketing. For this particular reason, content needs to be adaptive from website to mobile. To overcome the challenge the advertisers can hire different team of experts to look after the issue of supporting content standards.
References
A, Reyes, (2017), Language, identity, and stereotype among Southeast Asian American youth: The other Asian. Routledge. Accessed from: Language, Identity, and Stereotype Among Southeast Asian American Youth: The ... - Angela Reyes - Google Books
A., Stankevich, (2017). Explaining the consumer decision-making process: Critical literature review. Journal of International Business Research and Marketing, 2(6). Accessed from: Explaining-the-Consumer-Decision-Making-Process-Critical-Literature-Review.pdf (researchgate.net)
B, Jia, (2021), March. Research on Marketing Segmentation. In 6th International Conference on Financial Innovation and Economic Development (ICFIED 2021) (pp. 62-66). Atlantis Press. Accessed from: 125954367.pdf
D, Mupamhadzi, and I, Maloma, (2020). THE IMPACT OF BUSINESS ENVIRONMENT ON BUSINESSES’DECISION TO FORMALISE: EVIDENCE FROM SELECTED AFRICAN COUNTRIES. Accessed from: d-mupamhadzi.pdf (sobiad.org)
H, Unaldi, and H, Soydemir, (2019), SELECTING TARGET MARKET USING'THE ANALYTIC HIERARCHY PROCESS (AHP)'-MODEL: MARKET_AHP. Economic and Social Development: Book of Proceedings, pp.129-137. Accessed from: DOES-DIGITAL-OPPORTUNITY-AFFECT-FINANCIAL-INCLUSION.pdf (researchgate.net)
H, Willman-Iivarinen, H., (2017), The future of consumer decision making. European Journal of Futures Research, 5(1), pp.1-12. Accessed from: The future of consumer decision making | SpringerLink
I, Gigauri, (2019), Perceptual Mapping as a Marketing Research Tool for Brand Positioning. Int. J. Econ. Manag. Stud., 6(4), pp.73-79. Accessed from: Perceptual Mapping as a Marketing Research Tool for Brand Positioning (researchgate.net)
Tours PH. (2021), Southeast Asia Culture: Get To Know Their Customs and Traditions. [online] Available at: <https://toursph.com/southeast-asian-culture-get-know-customs-traditions/> [Accessed 15 June 2021].
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