Assessment Task 2 BSBMKG507 Interpret market trends and developments Task 2: Draft Report – Analyse Performance Data Assessment description Using the same organisation selected for Assessment Task 1, you will draft a report in which you analyse qualitative data to: AUSTRALIA LUANA BARBOSA
● determine the success of marketing activities ● identify over- and under-performing products and services to be considered for redevelopment or withdrawal ● use forecasting techniques to identify existing and emerging market needs. The draft report you create for this Assessment Task should complement the analysis undertaken in Assessment Task 1. You will then perform more analysis and present a final report in Assessment Task 3. Procedure 1. Review the marketing plan strategies and objectives of your selected organisation. Marketing Strategy: BBQfun’s advertising budget is set at $250,000 for the year. The advertising program will target local letter box drops, radio and magazines. BBQfun will use direct mail and local advertising, with coupon inserts in the BrisNews magazine likely to be the most successful of the campaigns. BBQfun will try to get articles about BBQfun into the BrisNews magazine. Previous features in the BrisNews magazine has seen a dramatic increase of sales immediately after the article was published. Strategy Pyramids: The single objective is to position BBQfun as the premier outdoor lifestyles store in the greater Brisbane area, commanding a majority of the market share within five years. The marketing strategy will seek to first create customer awareness regarding their services offered, develop that customer base, and work toward building customer loyalty and referrals. The message that BBQfun will seek to communicate is that BBQfun offers the widest, most exotic, easy access outdoor lifestyle products in Brisbane. This message will be communicated through a variety of methods. The first will be direct mail. The direct mail campaign will be a way to communicate directly with the consumer. BBQfun will also use ads and inserts in Brizzy magazine. BBQfun also believe that the local patrons far prefer to receive information from the store via flyers in the letterbox. 2. Gather and analyse performance data from all areas of the business to determine the success (or otherwise) of marketing activities. 6.1 FY2014 customer survey results (survey of 500 customers) New product acquisition Product upgrade Product replacement Have visited BBQfun in 70% 70% 50%
previous month Have bought a BBQfun product in previous month 70% 65% 50% Customer service is essential 90% 95% 60% Price is most important 10% 20% 95% Australian made is important 80% 65% 55% Will buy online 100% 100% 100% Will pay delivery charges for online purchases 100% 100% 100% Loyal customer 30% 20% 10% 6.2 Sample of FY2014 customer spends on BBQ equipment (Brisbane area) $ 485.00 431.60 432.10 442.70 433.05 521.90 511.90 477.10 410.30 427.45 394.15 560.60 402.65 449.70 51.80 447.35 606.35 292.70 572.75 627.70 418.40 324.70 389.15 448.20 580.25 582.80 492.65 358.25 537.40 628.10 478.20 462.20 534.50 387.80 602.60 388.20 420.15 516.35 676.40 611.80 525.75 497.00 403.30 495.50 495.20 6.3 Comparison of two Brisbane areas customer data FY2014
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