STRATHFIELD COLLEGE Strathfield College Pty Ltd CRICOS Code: 02736K National Code: 91223 ABN: 85 168 435 667 BSBMKG401B Profile the Market.AT1.Report.V2.1 ASSESSMENT TASK 1 Assessment Details Qualification code BSB42415 Qualification Name Certificate IV in Marketing and Communication Unit Code BSBMKG401B Unit Name Profile the market Assessment Type Report Term 02/2017 Due Date Trainer / Assessor’s Details Full Name: Date of Submission Instructions to the Candidates Pre Requirement for this task Student must review • Lesson materials provided in class • Examples used in lessons. Instructions to Students: • Please complete assessment task within the time frame given • You must attempt all the requirements that are addressed within this assessment task. • Copying or any kind of cheating is absolutely not permitted, if someone is found cheating or copying, will be debarred from the assessment and a disciplinary proceeding would begin. • This assessment covers the following Performance Criteria PC’s Covered: 1.1 – 1.5, 2.1 – 2.4, 3.1 – 3.5, 4.1 - 4.3 Assessment Description You are required to develop a marketing positioning strategy that documents market segmentation, consumer profiling, targeting and strategies relevant to a product or service being offered to the marketplace. Student Details Student Name Student IDSTRATHFIELD COLLEGE Strathfield College Pty Ltd CRICOS Code: 02736K National Code: 91223 ABN: 85 168 435 667 BSBMKG401B Profile the Market.AT1.Report.V2.1 Assessment Instructions In this assessment you are to consider a product or service that you think has good market potential. You are free to choose the product or service. You are to identify, describe and segment the market using whatever information you can gather from sources available from the internet, associations, vendors, customers and regulatory bodies. Select three target segments and create a consumer profile of each segment using the best available information. The segments must meet the criteria of a useful segment. Determine a positioning strategy for each segment and write an implementation plan. Create a presentation of the segmentation exercise and implementation plan. Procedure 1. Select a product or service for which you will be able to gain sufficient information using available resources to meet the requirements of the assessment task. 2. Identify criteria that will be useful in segmenting the market in accordance with the marketing plan (this includes such things as attitude, desired benefits, consumer needs, lifestyle, product/service usage, social factors etc.) 3. Research the market. 4. Identify and describe the market. This includes describing the total market and selected market segments in the form of a consumer profile. 5. Select three target segments to meet your marketing objectives. 6. Write a consumer profile of the target segments – include factors such as their size, potential, distinctive needs, demographic/psychographic descriptors, how they can be easily identified and any distinctive media use patterns. 7. Outline consumer attitudes to the product/service being offered. 8. Develop marketing and distribution options. 9. Develop and document at least two possible positioning strategies and choose one that best fits your marketing requirements. 10. Write and submit the whole segmentation and implementation plan.STRATHFIELD COLLEGE Strathfield College Pty Ltd CRICOS Code: 02736K National Code: 91223 ABN: 85 168 435 667 BSBMKG401B Profile the Market.AT1.Report.V2.1 Key Requirements You must provide: ● a marketing plan covering your entire segmentation exercise and implementation Your assessor will be looking for: ● use of appropriate segmentation criteria ● use of appropriate sources of information, as well as the use relevant statistical terms (such as those used by the Australian Bureau of Statistics) ● segmentation of the market in accordance with the criteria ● identification of segments which were useful ● definition of the target market in terms of prospective users of a product or service ● identification of strategic marketing options and selecting appropriate targeting strategies ● use of segment descriptors (such as demographic, geographic, historic and psychographic descriptors) to describe the target market ● use of demographic and or psychographic descriptors in the consumer profile ● identification of believable position strategies relative to competitor positioning for the product or service ● creation of a positioning implementation plan ● a report which adheres to the Australian Marketing Institute Code of Professional Conduct as well as abiding by key provisions of relevant marketing and business legislation.