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BSBMKG516 Assessment V3 0217
BSBMKG516 Assessment V3 0217
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may appeal if I believe the assessment is not equitable, fair or just.
I certify that the attached is my own work (or in collaboration with other members of the group as
required).
I have acknowledged all sources where appropriate in accordance with ILSCs Academic Integrity
Policy, and I believe other group members have done the same.
TRAINERS INITIAL
SUBMISSION/S RESULT FEES
& DATE
COMPETENT Late Fee = $50
COMPETENT
Resubmission Fee = $50
RESULT
Competent
Congratulations! You have addressed the outcomes of this unit and have been deemed competent.
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This assessment provides a short case study of segmentation (found in the appendix) and
questions which relate to them. Read the case study first, then answer the questions in the
spaces found below.
Specifications
Case Study
Aussie Hay and Feed has developed a new method of compressing and vacuum packing lucerne hay, which
keeps it fresh for more than three years. The invention has several benefits for the long term storage and use of
lucerne hay over traditional methods of baling and storage.
The global export market for hay products in 1997 was reported as being valued at $1.05B, with
the vast majority being exported to Japan and the major suppling country being the US.
Typical importers 1997 values Typical exporters 1997 values
A$'million A$'million
Japan 900 Australia 50
Middle East 40 USA 760
Taiwan 15 Canada 155
Korea 30 Taiwan
Hong Kong 10 Note: Taiwan exports rice straw and imports
Macau 2 high quality fodder for its dairy industry.
Singapore 2
South East Asia 6
Live cattle exports were valued at $600M, consisting of approximately 600,000 cattle requiring 1.3 million tonnes
of fodder.
Exports to Japan needed to be proven to be biosecure by testing through the Australian Quarantine and
Inspection Service.
Aussie also identified that to be successful in the Japanese market, packaging and labelling needed to be of a
higher standard than he used in sales to Australian horse owners. The packaging he currently uses is black
polypropylene, to cut out light to maintain a fresh green look to the lucerne when it is opened. The labels are
computer generated with a simple layout and with the minimum information required by regulation printed on a
white label.
Aussie identified his market as horse owners and wholesale suppliers of horse products in Japan and the Middle
East. Aussie determined the total market to be worth at least $200M being 20% of export chaff for horses.
Aussie preferred Japan because of its size of market and its proximity to an Australian time zone.
Aussie has met his potential distributor once in Australia but has been reluctant to travel to Japan. He has
explained to the distributor that he cannot afford the time away from the farm each time he received an
invitation. Whilst this was partly true it is also because of the cost to his start-up business.
Aussie positioned his product as Long-life chaff with a premium pricing of 30% above competitive products.
Aussie had production capacity to sell 300 tonnes of product before needing to expand his production.
Using the case Study information and your responses to questions 1 11 you are required to
prepare a Consumer/ Customer profile in a short Report format as follows: -
Procedure
Follow these 5 simple steps to learn more about your existing customers, in order to find more
customers like them.
Understand who your ideal customer is and what similarities they have. Define your customers with the
following criteria:
You should also note characteristics of your ideal businesses to work with, including:
# of employees
Revenue
Geographic scope
Type of business
Decision-making
Budget
Find the places your customers are attracted to, whether a physical location or a cyber space where they
gather.
Review the needs and benefits that make your customers purchase your product or service.
Consider your current customers to gain additional insight into what made them select your business
over others. Conduct interviews, formally or informally, and ask them:
How did you originally find our company before contacting us?
Why did you originally buy from our company?
Why do you continue to buy from our company?
What do we do that others dont?
Create profiles that describe specific segments of your current clients. Ensure that the profiles are
tangible, so that you can envision this person and what would motivate them to find your business.
Once you have completed these five simple steps you will have a clear picture of the type of customers
your business should be targeting.
Specifications
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Please see your trainer for final instructions on this.