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Assignment 1: Analysis and Research Instructions and Submission
In this module, you have been introduced to the field of consumer behaviour and the impact of the digital revolution on consumer behaviour. You have also explored the basic research tools used for studying consumer behaviour and discussed the basic elements of marketing strategy. You will now apply your knowledge to practical marketing situations.
Assignment 1 is organized into four sections; this contributes 10% towards your final grade. Each of the four sections carries the marks as stated, for a total of 100 marks. While this assignment is only worth 10% of your final grade, the effort you put into it will pay off to a much greater extent in the final project.
In this assignment, you will investigate your chosen product in the context of consumer behaviour and the implications of developing successful marketing strategies. Keep in mind that your Integrative Report is a report that will summarize your research analysis, conclusions, and recommendations. Follow the specific instructions for each part of the assignment and complete all sections appropriately.
Prepare a 10–12-page, doubled-spaced report containing the following sections:
Section 1: Choosing a Product or Product Category (10 marks)
Pick a product to research throughout the course. You should look ahead through all the modules to see whether your choice is suitable to complete later assignments. You need to check with your Open Learning Faculty Member to determine if the product is suitable, and get your choice approved. Only continue with Assignment 1 once the Open Learning Faculty Member approves your selection. You should select an existing product that is widely available and well-known consumer good.
Create a 1-page summary (approximately 250 words) about your proposed product or service. Include in the summary the product name, product category, sources for finding relevant information (beyond the company’s website), and why you want to study this particular product or brand. Provide brief background information about your chosen product.
Section 2: Consumer Research and Trends (50 marks)
Segmentation and targeting is an important aspect of consumer behaviour. In this section, you will analyze the trends in demand for your product and define market segments, targeting, and positioning, which will provide some insights into what would motivate potential customers to choose your product offering.
Section 3: Use of Internet (20 marks)
Section 4: Comparative Analysis (20 marks)
In this section, you will carry out a comparative analysis. Choose a competitive brand of your chosen product. For example, if your chosen product is a digital camera made by Sony you may choose one competitor such as Kodak, Canon, or Nikon.
Assess the two companies’ marketing approaches by comparing and contrasting the two brands’ target markets and corresponding strategies (not the products).
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