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.
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Get Help Now!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.
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