Assessment 1 – Project This assessment project is to be completed in addition to the learning and assessment activities you complete in class. The project is designed to assess the knowledge and skills you have to analyse consumer behaviour to target marketing to specific markets and specific needs.
If you are not sure about any aspect of the assessment or would like to discuss your particular needs, please speak to your trainer-assessor. Your trainer will tell you the date you need to make your presentations.
All parts of the project will be given to you at the same time. You need to complete all parts and submit them together by the due date. This will be in the last week of classes for the unit.
This project assignment is to be completed using the “Bellamy’s Organic goes to China” case study. It is included in the “Additional Information” section.
The checklist and scope of submission table will identify the records that you are required to prepare and submit (as a single submission).
Your assignment must be typed (in 12 point type on A4 paper) and attached to the front page of this assessment document, which you need to complete as an Assessment Cover Page. Make sure you keep a copy of your assignment before you hand it in to your trainerPART 1
This project requires you to apply your skills and knowledge to analyse consumer behaviour to target marketing to specific markets and specific needs.
You need to read the case study provided in the Additional Information at the end of this assessment document: Bellamy’s Organic goes to China, Case Study Resources Task 1 In this task you are required to prepare a report of at least 800 words based on the given information on “Bellamy’s Organic goes to China “ that is provided in the Additional Information at the end of this assessment document. You will be marketing Bellamy’s Organic products to companies in Singapore and Hong Kong to export your products. You must include the following in your report:
a). Explain what would be your strategy to gather information on the market or market segments for your product and service in the Chinese market?
b). Carry out a segmentation of the Target Chinese market which would be ideal for selling your products to. Define these market segments on the following components: ❖ Demographics: Age, income, occupation, geographic locations etc. ❖ Psychographics: • Interests • Opinions • Activities • Habits • Lifestyles • Perceptions ❖ Usage based segmentation: How frequently is baby food/ formula used by consumers in China? At what age group do consumers buy baby food in China? Is there any particular season when this product is used etc.
c) Now that you have identified the target market characteristics & their preferences. Recommend the ideal features of your company’s product which will be acceptable by the Chinese target customers. Give reasons for each of your recommendations.
Your answers should include the following: ❖ Quality ❖ Flavours-recommend popular Chinese flavours ❖ Affordability ❖ Packaging style, information labels, instructions etc ❖ SizesPART 2 In this part, you need to research the market scenario in China & investigate past trends, products successes & failures & the reasons for the same. Submit this as a report of about 500 words. Task 1 Your report needs to cover the following: a. What is the current market situation for baby food & infant formula in China? b. Who are the main competitors and their market share in Chinese market? c. What are the main factors which will help business operations for your company to be successful in China? d. What has been the past history of Chinese consumers related to infant formula / baby food? How will this history affect sales of your products? Task 2
a. In this task, you need to identify various aspects of consumer behavioural factors for your product and service in the Chinese target market. These factors should include the following:
❖ Social structure, social class, family groups, decision makers, influences, he actual purchasers etc. ❖ Social standards of acceptable behaviour & what are the cultural motivations which would lead the Chinese to buy your product. ❖ Values & attitudes towards foreign brands & products ❖ Beliefs, customs & practices related to bringing up babies, type of food given to babies, nutritional beliefs etc. PART 3 This part is to be completed using the information gathered in the previous parts and also the case study information on Bellamy’s Organic goes to China.
Also consider the information provided below to complete the given tasks.
The one-child policy was introduced in 1978, in China. It initially applied to first-born child in the year of 1979. It was created by the Chinese government to alleviate social, economic, and environmental problems in China. This policy officially restricts married, urban couples to having only one child, while allowing exemptions for several cases, including rural couples, ethnic minorities, and parents without any siblings themselves. Families violating the policy are required to pay monetary penalties and might be denied bonuses at their workplace. Task 1 Prepare a report of about 900 words and include the following:
a) What would be the effect of this policy on the sales of your company’s products in China?
b) Analyze and evaluate your organizational behaviour capability to respond to fulfil the Chinese consumer demand for product and service you are providing for.
c) Develop an effective marketing strategy considering the target Chinese market for your product and service.
d) Develop a rationale for the focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies and also ensure that the focus of appeal meets the legal and ethical obligations and the budgetary requirements as stated in the marketing plan.