The Assessment Task is due in Week 3. Any variations to this arrangement must be approved in writing by your assessor. Submit this document with any required evidence attached. See specifications below for details. Performance objective The candidate must be able to identify and gather relevant information about their market segment and consumers. Assessment description This assessment requires that the candidate gather this information and develop a portfolio and presentation that includes the following: 1. A market segment profile. 2. A preliminary profile of consumers in that segment. 3. A product or service profile. 4. An explanation of the alignment between the product/service and the consumer profile. In undertaking this assessment you are to identify a product or service that you want to market. It may be an existing product or service or one that you want to create. You are free to make this choice. You are to identify and describe your market segment and identify and apply relevant information gathered from a number of sources to develop the above profiles and descriptions. The following two sites may be useful:  http://services.business.vic.gov.au/vbmk/search.do o Type 'Marketing Plan Template' in the search box to generate a copy of a largely completed marketing plan for bed and breakfast business in Australia.  http://www.mplans.com o For marketing plans for a variety of businesses. Please note: the outcomes of this assessment will be subject to further analysis and processing in Assessment Tasks 2 and 3. BSB40212 Certificate IV in Business _____________________________________________________________________________________________ HACB Analyse Consumer Behaviour Student Guide v 2.0 October 2013 Page 5 Procedure You need to access relevant marketing documentation, products or services from an organisation. 1. Select a product or a service you want to market. 2. Provide a brief description of the product and/or service being marketed. 3. Provide a description of the target market for your product or service, including the key demographics of current and potential consumers. 4. Develop a preliminary or untested profile of your consumers which includes: a. a description of the area your typical consumer lives in b. a profile of the typical household income of your customer c. a brief description of the social class of your typical customer and how you defined this class status d. a summary of your customer's typical family status ( i.e. single, married, divorced) e. a summary of any lifestyle or psychographic details that apply to your typical customer. 5. Provide a description of the current market, and in particular, its current size in dollars and/or volume units. 6. Develop a statement explaining the alignment between your selected product or service and your consumer profile. 7. Develop a portfolio containing the outcomes of the above steps. 8. Develop a presentation which supports your portfolio. 9. Deliver your presentation to your facilitator and peers. 1. Access the outputs from the previous Assessment Activity, including feedback. 2. Confirm buying trends in your market sector; analyse these and identify the potential impacts for your product or service. 3. Validate the consumer profile you developed in the previous assessment activity by taking the following actions: a. develop and apply a consumer attitudes survey to a cross section of your identified consumer group b. conduct follow-up interviews or discussions with selected consumers to validate survey outcomes. 4. Analyse outcomes of these activities and develop a detailed statement about consumer behaviour in your market segment. 5. Evaluate the influence of previous marketing activities and assess their impact on current buying trends and consumer behaviour. 6. Conduct a detailed analysis of your selected organisation and identify capabilities using a SWOT analysis. 7. Develop a detailed statement explaining your findings from the previous activity. 8. Identify the legal and ethical standards that apply to your selected organisation and record any key influencing factors or requirements they impose. 9. Develop a written report covering off all of the requirements for this Assessment Task.