BSBMKG401 Profile the market | Australian Ideal College

The segmentation technique utilized for creating the human segment for car products is demographic segmentation. Under this segmentation, consumers are divided into groups on the basis of their demographics backgrounds such as age, income or gender. For the car products, the three consumer segments which are identified include consumer segment for young age individuals from middle income backgrounds who want to purchase affordable yet quality car products. After this comes the demographic of middle-aged women who have successful career and financial security and want to purchase a suitable car for their family. Finally comes, demographic of rich male individuals who have high income and financial security.

AIC- BSBMKG418-AT-V1.0
Australian Ideal College
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RTO No.: 91679 | CRICOS Provider Code: 03053G
Sydney Campus: Level 7 & 8, 75 King Street, Sydney NSW 2000 Australia
Adelaide Campus: Level 3, 21-23 Rundle Mall, Adelaide SA 5000 Australia
Hobart Campus: GRD Floor, 116 Murray Street, Hobart TAS 7000 Australia
T: [phone] (Sydney) | [phone] (Adelaide) | [phone] (Hobart)
E: [e-mail] | W: www.aic.edu.au
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Assessment Submission Sheet
Course SIT60316 Advanced Diploma of Hospitality Management
Unit Code BSBMKG401
Unit Name Profile the market
Assessor
Name
Student
Name
Student ID
Date Due
Please read and sign this assessment coversheet and submit it together with your assessment to
your Assessor by the due date.
Student Declaration
 I declare that the work submitted is my own, and has not been copied or plagiarised from any
person or source.
 I have read the Plagiarism Policy and Assessment Appeal and Reassessment Policy in the
Student Handbook and I understand all the rules and guidelines for undertaking assessments.
 I understand that by typing my full name in the student field this is equivalent to a hand-written
signature.
 I give permission for my assessment material to be used for continuous improvement purposes.
Student
Signature
Date
Submitted
Assessor Use Only
Assessment Items Result
Task 1 Assessment Task 1 – Report S NS
Student Declaration: I declare that I have
been assessed in this unit, and I have been
advised of my result. I am also aware of my
appeal rights.
Assessor Declaration: I declare that I have
conducted a fair, valid, reliable and flexible
assessment with this student, and I have
provided appropriate feedback
Signature Signatur
e
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Assessor’s Final Comments
Page 1 of 12

AIC- BSBMKG418-AT-V1.0
Australian Ideal College
Registered as Australian Ideal College Pty Ltd
RTO No.: 91679 | CRICOS Provider Code: 03053G
Sydney Campus: Level 7 & 8, 75 King Street, Sydney NSW 2000 Australia
Adelaide Campus: Level 3, 21-23 Rundle Mall, Adelaide SA 5000 Australia
Hobart Campus: GRD Floor, 116 Murray Street, Hobart TAS 7000 Australia
T: [phone] (Sydney) | [phone] (Adelaide) | [phone] (Hobart)
E: [e-mail] | W: www.aic.edu.au
Educating for Excellence
Task 1
Assessment Instructions
This is an individual assessment. In this assessment, you are to consider a product or service that
you think has good market potential. It may be an existing product, a slight twist on an existing
product in the market or an entirely new product. 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.
Prepare a report of the segmentation exercise and implementation plan.
Procedure
1. Create a team of three to four students.
2. 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. Ensure you have access
to, or can produce documents relevant to the product/service such as a marketing plan,
organisational requirements, consider any legislations affecting marketing roles, etc.
3. 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.)
4. Research the market.
5. Identify and describe the market. This includes describing the total market and selected market
segments in the form of a consumer profile.
6. Select three target segments (Appendix 1) to meet your marketing objectives.
7. 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 (if this information is available).
8. Outline consumer attitudes to the product/service being offered.
9. Develop marketing and distribution options.
10. Develop and document at least two possible positioning strategies and choose one that best fits
your marketing requirements.
11. Write a positioning implementation plan (Appendix 2) containing several options. Liaise with
your assessor and make appropriate adjustments based on feedback.
12. Write and individually submit the whole segmentation and implementation plan to the assessor.
To be deemed competent you will need to successfully demonstrate the following:
You must submit:
● a report covering your entire segmentation exercise and implementation plan.
Segmentation: The segmentation technique utilized for creating the human segment for car
products is demographic segmentation. Under this segmentation, consumers are divided into groups
on the basis of their demographics backgrounds such as age, income or gender. For the car
Page 2 of 12

AIC- BSBMKG418-AT-V1.0
Australian Ideal College
Registered as Australian Ideal College Pty Ltd
RTO No.: 91679 | CRICOS Provider Code: 03053G
Sydney Campus: Level 7 & 8, 75 King Street, Sydney NSW 2000 Australia
Adelaide Campus: Level 3, 21-23 Rundle Mall, Adelaide SA 5000 Australia
Hobart Campus: GRD Floor, 116 Murray Street, Hobart TAS 7000 Australia
T: [phone] (Sydney) | [phone] (Adelaide) | [phone] (Hobart)
E: [e-mail] | W: www.aic.edu.au
Educating for Excellence
products, the three consumer segments which are identified include consumer segment for young
age individuals from middle income backgrounds who want to purchase affordable yet quality car
products. After this comes the demographic of middle-aged women who have successful career and
financial security and want to purchase a suitable car for their family. Finally comes, demographic of
rich male individuals who have high income and financial security. These consumers want to
purchase new cars in order to show off their income and purchase high speed premium vehicles.
Targeting: The most profitable consumer segment for luxury car company is the current consumer
segment, which is of a rich male demographic. This is a suitable security for selling luxury car
products because they have. And I also. Which is suitable for their financial and elite status. Targeting
these types of consumer is also beneficial for the company because they tend to be loyal consumers
who purchase high quality and premium cars for specific brand if their loyalty is gained. Attracting
loyal consumers from the third consumer segment, which is off rich male consumer demographic, will
help the respective company attain higher profitability from sale of products so that the profits can be
used by the firm to expand its product portfolio further.
Positioning: The position selected by the Inspective organization for attracting consumers from the
rich and male consumer demographic include utilizing premium symbolism. In addition to this,
collaborating with celebrities to advertise luxury car products so that the products are associated with
elite class. Smart technology will be used by the company to make the car more efficient and
technologically advanced so that it can cater to the needs of the third consumer persona, which
includes rich meal audiences. In addition to this. The focus on sustainability will also help the
company market the product to elite class. Exit will provide the consumers sustainability along with
technological advancement, speed, efficiency and premium quality.
Implementation: Then Plantation will be completed in two months, focusing
on the broader themes of success and achievements so that the car can be
associated with elite classes. In addition to this, personalization strategy
will also be created to ensure that best services are provided to the third,
consumer person of rich male audience so that they can become loyal
consumers quickly.
Appendix 1- Consumer profile template
Variable Segment 1 Segment 2 Segment 3
Age 28 35 50
Gender Male Female Male
Family
lifecycle
Unmarried Married with two
kids
Married with three
kids
Income 25k 48k 1,50k
Page 3 of 12

AIC- BSBMKG418-AT-V1.0
Australian Ideal College
Registered as Australian Ideal College Pty Ltd
RTO No.: 91679 | CRICOS Provider Code: 03053G
Sydney Campus: Level 7 & 8, 75 King Street, Sydney NSW 2000 Australia
Adelaide Campus: Level 3, 21-23 Rundle Mall, Adelaide SA 5000 Australia
Hobart Campus: GRD Floor, 116 Murray Street, Hobart TAS 7000 Australia
T: [phone] (Sydney) | [phone] (Adelaide) | [phone] (Hobart)
E: [e-mail] | W: www.aic.edu.au
Educating for Excellence
Variable Segment 1 Segment 2 Segment 3
Value
segment
The client values
Affordability and
Speed of the
automobile,
primarily along with
its mileage. In
addition to this
session ability of
the Adobe is also a
concern of the
client.
The client values
safety features of
the hotel lobby
allow with its
functionality when it
comes to taking and
driving family
members. The
value savings made
on fuel when It
comes to
purchasing
automobile.
The primary factor
valued by client is
the Close video of
the car along with
its speed and look.
Location The client currently
lives in an urban
area. In apartment
in Melbourne.
The
consumer lives in a
Bush area in
Sydney in a two
story house.
The final consumer
lives in Villa in the
beachside of
Sydney.
Personality Driven, Active,
Optimist: He values
achievement and
making a good
impression on
others. This type of
man leads a busy
life and carefully
manages her to-do
lists.
Nurturing,
Conservative: She
is very focused on
her family and inner
circle. This woman
is a careful spender
and is attracted to
products that are
good for her family
or home
Baby Boomer,
Family Man,
Affluent: This type
of man is financially
secure and aims to
get a comfortable
life showing off their
financial security
and success.
Benefits
sought
The client aims to
get a functional
automobile which
can be used for
commuting for
professional
reasons. In addition
to this sustainability
and affordability is
another factor
sought out by the
client for benefit.
The client also
seeks to get a good
looking car which is
able to help the
client afford weekly
commuting with
friends at low price
without charging
much fuel.
The client aims to
get a good looking
as well as functional
car with high quality
safety features so
that they are able to
use it with their
children and other
family members
and travel around
the city for personal
or professional
reasons. The client
would like to have a
stylish car with
different safety and
entertainment
features as well as
huge storage
space.
The client needs
an exclusive and
premiere nature of
the automobile,
which will be
purchased not only
for commuting but
also for showing off
wealth. The car
needs to be premier
and showcase the
affluent lifestyle of
the affluent. It also
needs to have good
security features
along with safety
and with mileage.
Page 4 of 12

AIC- BSBMKG418-AT-V1.0
Australian Ideal College
Registered as Australian Ideal College Pty Ltd
RTO No.: 91679 | CRICOS Provider Code: 03053G
Sydney Campus: Level 7 & 8, 75 King Street, Sydney NSW 2000 Australia
Adelaide Campus: Level 3, 21-23 Rundle Mall, Adelaide SA 5000 Australia
Hobart Campus: GRD Floor, 116 Murray Street, Hobart TAS 7000 Australia
T: [phone] (Sydney) | [phone] (Adelaide) | [phone] (Hobart)
E: [e-mail] | W: www.aic.edu.au
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Variable Segment 1 Segment 2 Segment 3
Usage rate 70% More than 70% Less than 50%
Loyalty status Moderately Loyal Not Loyal Highly Loyal
Where
wellness
products are
purchased/
consumed
Physical Purchase Physical Purchase Physical Purchase
Estimated
growth rate
70% 30% 40%
Estimated size 25% of the market 20% of the market 15% of the market
Media usage The media used by
the client include
social media
networks such as
Facebook, Twitter
and Tumblr along
with daily suage of
web series. The
client also likes to
consume podcasts
and video series on
Youtube and
Spotify. The client
uses LinkedIn to
create professional
networks for career
advancement.
The primary media
utilized by the client
is TV along with
cinema the client
also moderately
utilizes Facebook
and WhatsApp for
communicating with
their friends and
family. LinkedIn is
the media used for
professional
reasons for the
client
The client depends
on reading the
news through online
papers along with
WhatsApp to
communicate with
friends and family.
The client is not
readily available on
social media and
does not prefer
watching latest web
series. The client
primarily uses
television and
digital mediums for
watching sports.
Page 5 of 12

AIC- BSBMKG418-AT-V1.0
Australian Ideal College
Registered as Australian Ideal College Pty Ltd
RTO No.: 91679 | CRICOS Provider Code: 03053G
Sydney Campus: Level 7 & 8, 75 King Street, Sydney NSW 2000 Australia
Adelaide Campus: Level 3, 21-23 Rundle Mall, Adelaide SA 5000 Australia
Hobart Campus: GRD Floor, 116 Murray Street, Hobart TAS 7000 Australia
T: [phone] (Sydney) | [phone] (Adelaide) | [phone] (Hobart)
E: [e-mail] | W: www.aic.edu.au
Educating for Excellence
Appendix 2-Positioning implementation plan
Positioning implementation plan for: (product name)
Author/s: Date written:
20/6/22
Implementation start date:
1/7/2022
Implementation completion
date:
20/7/22
Comments:
The position which will be taken by the respective attract for
attracting the first client is to offer affordable cars and position
themselves as the environment friendly. Yet affordable
automobile company. This is a suitable positioning strategy
because it will help the company connect with the ideals of the
client so that they did towards the products offered by the firm.
In addition to this, it also helps to provide the client mean
factors which give them benefits such as affordability and
sustainability.
The positioning strategy taken by the company for attracting
the second client profile is to build a strategy for family friendly
and meet some image. This type of image will focus on safety of
the consumers along with functionality of the card in traveling
with family members. Famous celebrities will be utilized by the
company, which have a family image such as working in major
television shows to attract this type of consumers.
Finally, the last consumer will be attracted by building a affluent
and exclusive image. This will be done for the premier product
range of the firm. This will be completed by attaching stylish
and globally renowned characters with the automobile products
such as James Bond, who are known for their masculinity and
charm. In addition to this type of product will be showcased in
automobile fairs so as to depict its speed and attract the client
towards purchasing the product. Because of its high speed
among competitors.
Description of target customers
Page 6 of 12

AIC- BSBMKG418-AT-V1.0
Australian Ideal College
Registered as Australian Ideal College Pty Ltd
RTO No.: 91679 | CRICOS Provider Code: 03053G
Sydney Campus: Level 7 & 8, 75 King Street, Sydney NSW 2000 Australia
Adelaide Campus: Level 3, 21-23 Rundle Mall, Adelaide SA 5000 Australia
Hobart Campus: GRD Floor, 116 Murray Street, Hobart TAS 7000 Australia
T: [phone] (Sydney) | [phone] (Adelaide) | [phone] (Hobart)
E: [e-mail] | W: www.aic.edu.au
Educating for Excellence
The target consumer for the company include men and women
who seek sustainable, affordable cars. I want another profitable
target segment for the company will be rich consumers who are
able to afford premium cars and by not for commuting, but for
showcasing personal wealth. Both of the target consumer
segments as it table further inspected as they will bring high
profitability to the company. This is because the first target
consumer base is present in large percentage and can provide
the firm leadership status while the second target consumer
base can help the firm attract profitable and loyal clients.
Selecting to specific target consumers will help the company
survive in the industry for a longer time period.
Positioning strategy options
The two primary options for positioning automobile products of the company are
premium positioning and positioning the company as a stable and affordable option
for purchasing automobile products. Premium positioning often involved focusing
on the exclusivity of the product and marketing the product as the best in the
industry in terms of quality and experience. Exclusivity of the product is meant end
under premium positioning by ensuring that various elements of the product are
rare, such as handcrafted elements or usage of precious materials. In addition to
this, advanced technology can also be used to make the product more premium
and. Market is an exclusive product. This type of position is suitable for luxury cars
of the organization because it will help the company attract elite consumers and
upper class demographic. It is suitable for that third consumer persona described in
the previous tables.
The second option, which induced by the automobile company
for positioning is products is to focus on sustainability and
affordability of its product. This can include affordability in
terms of the total money spent to purchase the product, along
with the savings provided to the consumer on their suit charges.
This is a strategy for attracting the first consumer persona in
the tables described previously. The full scan, remove or sooner
is focused on protecting the environment and becoming
financially more independent by building savings. The
positioning selected by the organization. Portability can help the
company attract this consumer demographic and build their
loyal consumer base on the basis of low price and savings. As
most of the population Aims to purchase affordable products in
order to save money for the future and does not live luxuriously
this type of wholesome, sustainable and affordable positioning
is best for selling budget automobiles of the company.
(Detail options in the tables following)
Page 7 of 12

Australian Ideal College
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Adelaide Campus: Level 3, 21-23 Rundle Mall, Adelaide SA 5000 Australia
Hobart Campus: GRD Floor, 116 Murray Street, Hobart TAS 7000 Australia
T: [phone] (Sydney) | [phone] (Adelaide) | [phone] (Hobart)
E: [e-mail] | W: www.aic.edu.au
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Option 1, positioning strategy option for: (product name)
Overview of positioning strategy
The first positioning strategy will be focusing on luxury car range of the company. This
positioning strategy will market the products of the company as exclusive and premium
products with high quality elements and rarity. It will focus on protecting the products as
a suitable option for upper class and elite individuals who have achieved success in their
life. This will be done through various marketing techniques such as collaborating with
famous celebrities and using prosperity symbolism.
Key tasks Marketing
requirements
Resources
required
Person
responsib
le
Date
requir
ed
Cost
(approx
.)
The first activity is to
market on the broader
themes of success. This
will involve associating the
luxury car range of the
company with success,
prosperity and power. This
type of symbolism will be
influencing on the elite
class and upper-class
demographics as well as
consumers described in
the third consumer
persona which was
previously detailed.
The next activity is to
participate in automobile
(e.g. direct marketing,
social network marketing,
services marketing,
telemarketing, business-
to-business marketing)
Direct marketing will be
used in this for the luxury
care range. Direct
marketing involves
communicating with the
consumers without any
middleman or agent, so
that there is high
possibility for influencing
and persuading the
consumers. Direct
marketing is suitable for
Networking
team,
Collaboration
with
influencers,
financial
resources
Marketing
manger
1/6/2
2
20/8/22
Page 8 of 12

Australian Ideal College
Registered as Australian Ideal College Pty Ltd
RTO No.: 91679 | CRICOS Provider Code: 03053G
Sydney Campus: Level 7 & 8, 75 King Street, Sydney NSW 2000 Australia
Adelaide Campus: Level 3, 21-23 Rundle Mall, Adelaide SA 5000 Australia
Hobart Campus: GRD Floor, 116 Murray Street, Hobart TAS 7000 Australia
T: [phone] (Sydney) | [phone] (Adelaide) | [phone] (Hobart)
E: [e-mail] | W: www.aic.edu.au
AIC- BSBMKG418-AT-V1.0
Educating for Excellence
trade shows and other
types of international
events so that the quality
of the final luxury products
can be marketed to elite
and upper-class
community effectively.
This will provide the
respective firm. Positive
press so that they become
recognized in upper class
demographics, which is
the target consumer base
for luxury cars. This type
of network marketing will
help the company achieve
high sales with the elite
and upper-class
demographics.
reaching affluent class
because it will help the
company influence them
about the quality and
exclusive nature of the
product, so that high
sales and higher
consumer attention can
be achieved.
Network marketing
will also be used for
reaching out to the
upper class
demographic, as
described in the
consumer persona
described above.
Network marketing
is a business model
that depends on
person-to-person
sales by
independent
representatives,
often working from
home. This is
suitable marketing
technique because it
will offer elite
Page 9 of 12

Australian Ideal College
Registered as Australian Ideal College Pty Ltd
RTO No.: 91679 | CRICOS Provider Code: 03053G
Sydney Campus: Level 7 & 8, 75 King Street, Sydney NSW 2000 Australia
Adelaide Campus: Level 3, 21-23 Rundle Mall, Adelaide SA 5000 Australia
Hobart Campus: GRD Floor, 116 Murray Street, Hobart TAS 7000 Australia
T: [phone] (Sydney) | [phone] (Adelaide) | [phone] (Hobart)
E: [e-mail] | W: www.aic.edu.au
AIC- BSBMKG418-AT-V1.0
Educating for Excellence
consumers
personalization
which will improve
their satisfaction.
Network marketing
will also focus on
representative
utilizing the elite
and exclusive
symbolism of luxury
car range of the
company to
influence upper
class consumers
towards purchasing
the products so that
their need to live
affiliate lifestyle is
complete with the
product.
Timeline
1/6/22 - 20/8/22
Page 10 of 12

Australian Ideal College
Registered as Australian Ideal College Pty Ltd
RTO No.: 91679 | CRICOS Provider Code: 03053G
Sydney Campus: Level 7 & 8, 75 King Street, Sydney NSW 2000 Australia
Adelaide Campus: Level 3, 21-23 Rundle Mall, Adelaide SA 5000 Australia
Hobart Campus: GRD Floor, 116 Murray Street, Hobart TAS 7000 Australia
T: [phone] (Sydney) | [phone] (Adelaide) | [phone] (Hobart)
E: [e-mail] | W: www.aic.edu.au
AIC- BSBMKG418-AT-V1.0
Educating for Excellence
Option 1, positioning strategy option for: (product name)
Overview of positioning strategy
The positioning adopted by the company for selling its affordable car range involves
providing consumers cars which are sustainable and affordable when compared to
competition. This type of positioning will focus on wholesome. Symbolism along with the
usage of family economically viable affordability and sustainability. Marketing will also
involve the usage of sales and discounts so that middle income consumers can be
attacked as described in the first consumer persona in previous tables.
Key tasks Marketing
requirements
Resources
required
Person
responsib
le
Date
require
d
Cost
(approx
.)
The first task under this
positioning involves
usage of print media,
television, media as well
as social media to create
a campaign surrounding
affordability and
sustainability of this car
range. This type of
marketing will help the
company increase brand
awareness about the
specific range, which is
highly sustainable and
also economical when it
comes to saving fuel
charges.
(e.g. direct marketing,
social network
marketing, services
marketing,
telemarketing, business-
to-business marketing)
Social media
marketing and
influencer
marketing will be
used for connecting
with consumers on
digital platforms
and increasing
Social media
team,
Collaboration
with
influencers
financial
resources
Marketing
Manger
12/6/2
2
25/9/22
Page 11 of 12

Australian Ideal College
Registered as Australian Ideal College Pty Ltd
RTO No.: 91679 | CRICOS Provider Code: 03053G
Sydney Campus: Level 7 & 8, 75 King Street, Sydney NSW 2000 Australia
Adelaide Campus: Level 3, 21-23 Rundle Mall, Adelaide SA 5000 Australia
Hobart Campus: GRD Floor, 116 Murray Street, Hobart TAS 7000 Australia
T: [phone] (Sydney) | [phone] (Adelaide) | [phone] (Hobart)
E: [e-mail] | W: www.aic.edu.au
AIC- BSBMKG418-AT-V1.0
Educating for Excellence
After this, the next aspect
involved partnering with
influencers and social
media celebrities to
popularize the car range
as an affordable option
for common individuals.
This is because it not only
helps in. Sustainably
traveling, but also
supports consumers in
saving money on fuel.
Influencer marketing is
one of the most common
forms of digital marketing
in the current age
because it helps the
company connect with
large fan photos of social
media celebrities so that
their products can be
promoted in a unique
manner.
brand awareness
about sale and
affordability of the
car range. Is a
suitable method for
making common
consumers from
middle income
demographics as
described in the
first consumer
person of the
previous table
because most
consumers are
engaged on social
media these days.
Timeline
12/6/22- 25/9/22
Page 12 of 12