The objective of this assessment task is to evaluate and analyse a chosen compan

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The objective of this assessment task is to evaluate and analyse a chosen compan

The objective of this assessment task is to evaluate and analyse a chosen company’s marketing strategy in the context of consumer behaviour. By conducting an in-depth analysis, you will gain insights into how the company understands and responds to consumer behaviour to create effective marketing campaigns.
Step 1: Choose a Company Select a company of your choice. This company should have a significant online presence and a well-documented marketing strategy. You can choose from various industries, such as retail, technology, fashion, or food and beverage.
Step 2: Research the Company and its Marketing Strategy Conduct thorough research on the chosen company and its marketing strategy. Utilize a combination of primary and secondary sources, including the company’s website, annual reports, marketing materials, news articles, and academic publications. Focus on understanding how the company interacts with and influences consumer behaviour.
Step 3: Analyse Consumer Behaviour Insights In your analysis, address the following key aspects related to consumer behaviour:
1. DemographicsandPsychographics:Identifyanddescribethetarget customer demographics and psychographics that the company caters to. Who are their primary customers? What are their values, attitudes, and lifestyles?
2. ConsumerNeedsandWants:Analysehowthecompanyidentifiesandfulfils consumer needs and wants through its products or services. What consumer problems or needs do the company’s offerings solve?
Step 4: Assess the Marketing Mix (4Ps) Analyse the company’s marketing mix (Product, Price, Place, Promotion) in the context of consumer behaviour:
1. Product:Discusshowthecompany’sproductsorservicesalignwiththe preferences and needs of their target consumers.
2. Price:Explainthepricingstrategyemployedbythecompanyandhowit influences consumer behaviour and purchasing decisions.
3. Place:Describethedistributionchannelsandlocationsusedbythecompany to reach its target consumers.
4. Promotion:Evaluatethepromotionalstrategiesemployedbythecompany, including advertising, branding, and promotional campaigns. For example, evaluate the company’s methods of engaging with consumers via its promotional mix tools. This can include online and offline channels, social media, email marketing, content creation, and customer support.
Step 4: Evaluation and Recommendations Based on your analysis offer practical recommendations for improvements or adjustments in the marketing strategy to better align with consumer behaviour insights.
LEARNING OUTCOMES ADDRESSED:
This assessment aims to assess student understanding of buyer behaviour theories and concepts of buyer behaviour, product use (goods and services) and consumption to real-life examples as well as the impact and importance of culture, values, beliefs, conventions and other internal and external influences on customers and consumers’ decisions. This assesses LO3 and LO4.
ASSESSMENT CRITERIA
The assessment criteria and weightings show you what is important in the assessment and how marks are shared across each criterion. When you are completing your assessment remember you need to fulfil the brief and the assessment criteria below. At the end of this document, we have provided you with a more detailed marking grid, which describes both the expectation for each criterion
Criterion
Weighting
Professional presentation of the report: clarity and structure, presentation and style, appropriate use of referencing, and good use of the English language.
10%
Analysis of the Consumer Behaviour Insights of the company
30%
Examination of the company’s employed Marketing Mix (4Ps) analysis
50%
Use of appropriate evaluation and recommendations
10%
Total
100%
The University has arrangements for marking, internal moderation and external scrutiny. Further information can be found in Section 12 of the Handbook of Academic Regulations, westminster.ac.uk/study/current-students/resources/academic-regulations

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