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BSBMKG401 - Profile The Market Activities
BSBMKG401 - Profile The Market Activities
BSBMKG401 - Profile The Market Activities
KULPALI PHONGKITWATTHANA
ID: 820701
Self-Study Workbook
Certificate IV in Marketing
SELF-STUDYand Communication
WORKBOOK
(BSB42415)
Mode | Classroom Delivery
Unit: BSBMKG401 - Profile the market
Activity 1
• Observe and research the market around you and list the criterion for market segmentation,
valid sources of information, detail the data collection and analysis methods. Also describe the
segment requirements and how you will select the segments.
Segmentation criteria:
- demographic
- usage
- geographic
- Psychographic
Source of information:
- Australian Bureau of Statistics
- associations of every kind
- government agencies
- suppliers
- market research companies
- non-government lobby groups
- sales and operations, distributors
- qualitative and quantitative market research.
Data collection:
Types:
- observation of customers
- focus groups
- qualitative and quantitative surveys
- telephone
- email
- direct interview
- diaries
- competitions
- registration (online, face-to-face, or mail).
Data analysis:
- Cluster Analysis
- Conjoint Analysis
- Cross Tabulation
Segment requirements:
- the size and purchasing power of the segment can be measured
- consumers in the segment can be reached by marketing communications
- the segment is large enough to consider
- the segment will last over time
- consumers in the segment react similarly in terms of marketing variables.
Segment selection
Activity 2
Conduct a research and define your target market. List some segment descriptors with proper
marketing options and targeting strategies.
Segment descriptors
Describe people using terms including:
- demographic
- benefits-sought
- geographic
- situation
- psychographic
- behaviour/usage.
Marketing options
- advertising
o attention
o interest
o desire
o action
- media choice
- Distribution.
Activity 3
Conduct a research and list some ways to describe a market properly. What variable do you
need to consider while creating a consumer profile? How would you make sure that the
consumer profile aligns with the organisational requirements?
Describing a market
Use …
o demographic
o psychographic
o usage and
o behavioural descriptors
…to uniquely describe segments.
Consumer profile
Include variables such as:
- age
- gender
- family lifecycle
- income
- value segment
- location
- personality
- benefits sought
- usage rate
- loyalty status
- where purchased/consumed
- estimated growth rate
- estimated size
- media usage
Activity 4
What do you understand by the term product positioning? List some positioning services
and strategies that you would use in your organisation. Briefly design an implementation
plan for the strategies you have planned. How would you go about responding to the
feedback after the implementation stage?
Positioning strategies
Designing the company offer and image so that it occupies a distinct and valued place in the target
consumers’ minds’ – Kotler
Tools to achieve desired position:
- product
- price
- promotion
- placement.
Positioning services
As well as the four P’s, consider:
- people
- processes
- physical evidence.
Positioning strategies
1. product/service attributes
2. price and quality
3. use or application
4. product/service user
5. product/service class
6. competitor.
Implementation plan
Write an implementation plan that covers:
- description of target customers
- positioning strategy options
o overview of positioning strategy
o key tasks
o marketing requirements
o resource requirements
o assign responsibility
o timeframes
- other tasks as required by the organisation.
Respond to feedback
- Seek feedback from senior management and other stakeholders.
Page 7 of 8 | Self-study Workbook | BSBMKG401 Profile the market
Version 1.0: Jan 2019, Approved: Academic Manager; Next Review: Dec 2019
Macquarie Education Group Australia Pty Ltd t/a MEGA
RTO Code 91305 | CRICOS Code 02657J
- Clarify desired outcomes.
- Analyse interdependencies.
- Respond with overall implications and alternatives to achieving desired outcome.