BSBMKG517 Analyse Consumer Behaviour for Specific International Market

BSBMKG517 Analyse Consumer
Behaviour for Specific International
Market
TASK 2 – Case Study Analysis Report
Student Name & ID:
Date:
Trainer: Arvinder Jabbal
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BSBMKG517 – Analyse Consumer Behaviour for Specific International Market

Contents
INTRODUCTION.....................................................................................3
2. Confirming the Target Market..........................................................3
d) Identify and relate the features of the product in accordance with
the case study marketing plan.............................................................4
3 Confirm level of consumer interest.....................................................4
1. Analyze trends and past performance.............................................4
3. Assess the effectiveness of past marketing.....................................4
4 Recommend Marketing Strategies.....................................................5
5 Legal and ethical standard.................................................................5
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BSBMKG517 – Analyse Consumer Behaviour for Specific International Market

INTRODUCTION
1. Overview of MNG
The following report is based on Mobile News Games LLC (MNG) is a mobile
game developing company that aims at bringing the fun element to the
mobile games. Mobile games are gaining lot of popularity mainly for their
availability and ease. The company aims at developing marketing strategies
that will not only engage the traditional gamer but it targets to non-gamers
as well who will like to use the game owing to its unique comic angle1. The
company intends to fulfill its funding through providing consultation services
to similar game developing companies who want to develop games for
promotional purpose.
2. Confirming the Target Market
a) market segment
The main market segment in case of Mobile News Games LLC (MNG) is to
mainly target mobile users. Their main target audience is the youth group
that includes young adults2. They intend to target even the non-traditional
gamers with their easy to use and attractive interface.
b) Aspects of culture that may impact the international marketing
The international market that MNG wants to target is India and Australia.
Both the countries have very different cultures, India is a developing
nation and a more conservative outlook while Australia is the opposite.
Considering the both the countries demographic, both of them are
demographically diverse and people of different religion and ethnicity in
both these countries3. As the company is targeting the youth of these
countries and trying to create a buzz by making fun of the well-known
people on social media platform4. This might work better for Australia but
in the case of India, the fun aspect should be relatable to the masses and
should be culturally sensitive so that they do not harm the sensitivity of
the people5.
c) Identify and discuss the consumer attributes for the market segment
Gamers Consulting Customers
Demographics
1 Villanueva, Kristin, and Jeanny Vaidya. "Transforming Learning with Mobile Games:
Learning with mGames." In Blended Learning: Concepts, Methodologies, Tools, and
Applications, pp. 308-326. IGI Global, 2017.
2Villanueva, Kristin, and Jeanny Vaidya. "Transforming Learning with Mobile Games:
Learning with mGames." In Blended Learning: Concepts, Methodologies, Tools, and
Applications, pp. 308-326. IGI Global, 2017.
3 Kim, Ho, and Dominique M. Hanssens. "Advertising and word-of-mouth effects on pre-
launch consumer interest and initial sales of experience products." Journal of Interactive
Marketing 37 (2017): 57-74.
4 Kim, Ho, and Dominique M. Hanssens. "Advertising and word-of-mouth effects on pre-
launch consumer interest and initial sales of experience products." Journal of Interactive
Marketing 37 (2017): 57-74.
5 Kushwah, Shiksha, Deep Shree, Sakineh Rezaei, and Mahim Sagar. "The impact of
culture on consumer’s perception of brand identity." Journal of Islamic Marketing (2019).
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BSBMKG517 – Analyse Consumer Behaviour for Specific International Market