BSBMKG502 Assessment: Marketing Mix and Consumer Behavior Analysis

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BSBMKG502 ESTABLISH AND ADJUST THE MARKETING MIX

Table of Contents
Assessment 1...................................................................................................................................4
1. Outline two organisational policies and procedures that are relevant to marketing....................4
2. Analyse the following information on the products and services based on your analysis
recommend an appropriate marketing communication method......................................................4
3. Outline how the development of the new products or services can provide marketing
opportunity options for a business both in existing and new market..............................................4
4. Describe the purpose of the marketing mix and each of its components....................................5
5. Describe three key principles of consumer behaviour and their influences on consumer buying
behaviour.........................................................................................................................................6
6. Describe how consumer behaviour impacts on determining the marketing mix.........................6
7. Describe the product life cycle and its impact on the marketing mix.........................................6
8. Describe three types pricing strategies that a business could adopt............................................7
9. Describe three types of promotional strategies that that a business could adopt.........................7
10. Describe three types of the distribution strategy.......................................................................8
11. Outline two statistical techniques that can be used to gather and analyse the marketing
information......................................................................................................................................8
Assessment task 2..........................................................................................................................10
1. Overview of the company and its objectives, desired position and target market characteristics
.......................................................................................................................................................10
2. Evaluation of components of the marketing mix:......................................................................10

3. Analysis of each component of the marketing mix...................................................................11
4. Determination of the final marketing mix.................................................................................12
5. Recommend marketing mix for the product or service based on a review of all factors..........12
Assessment task 3..........................................................................................................................14
Revised marketing report...............................................................................................................14
Assessment task 4..........................................................................................................................15
1. What was the key starting point for Parcelforce Worldwide in adjusting marketing mix?.......15
2. What were the key outcomes of the research conducted in Parcelforce worldwide services?..15
3. What changes did Parcelforce worldwide make to its pricing strategies to meet identified
needs and why?..............................................................................................................................15
4. What changes did Parcelforce worldwide make to its distribution strategies and why?...........16
5. What promotional strategies is Parcelforce worldwide using to meet identified needs? How
does the company decide on which promotional activities give the best return on investment?. .16
6. Describe one further change that Parcelforce worldwide could make to any aspect of the
marketing mix?..............................................................................................................................17
7. What do you think was the key success factor for Parcelforce worldwide in adjusting its
marketing mix?..............................................................................................................................17
References......................................................................................................................................18

Assessment 1
1. Outline two organisational policies and procedures that are relevant to marketing.
Organisational policies and procedures are an important aspect that tends to be overviewed in a
proper manner so that to have better command on all the facts and aspects related to marketing.
The two organisational policies that are relevant to the marketing include:
Communicational aspects: The company concern is required to focus on the appropriate
communicational skills so as to have better command on the needs and requirements of the
customer (Stead & Hastings, 2018).
Advertising policies: Another policy that needs to be focused is the adverting policy that
embarks on the elaboration of the suitable information to the customer with respect to the various
products and services.
2. Analyse the following information on the products and services based on your analysis
recommend an appropriate marketing communication method.
Products
Based in Australia, the company deals in the natural skin care products that elaborates on the
objectives to provide high quality and eco-friendly product (Bahadir, et. al., 2015). The company
adopts suitable pricing and distribution strategy that assists in the attraction of the customer from
a greater market segments.
Service
The company concern follows suitable policies and procedures that assist them in delivering the
best and optimum services.

3. Outline how the development of the new products or services can provide marketing
opportunity options for a business both in existing and new market.
The development of the new product will assist in the authorities of the company concern in the
greater attraction of the new customer and as a result retaining the existing customers in relation
to the products and services of the company concern (Bahadir, et. al., 2015). Further provided, it
will also assist in dealing with the high level of competition in the global market perspective
leading to the attainment of the goals and objectives associated with the company concern. This
will in addition provide more opportunities to the company to explore in the existing and the new
market.
4. Describe the purpose of the marketing mix and each of its components.
Marketing mix is an essential parameter that needs to be observed within an organisation so as to
have a complete overview of all the terms related to the marketing (Ahmed & Rahman, 2015).
The main purpose of the marketing mix is to have an appropriate command on the plan of the
marketing. Marketing mix combines the 4 P’s of marketing that support in the determination of
its standing with the customers and its income.
Elements of marketing mix include:
Product
A product is an item that satisfies the needs or desires. A successful product assists in the
fulfillment of the specific needs of the market (Ahmed & Rahman, 2015). For the purpose, it is
essential that there is effective and clear communication to users and the potential customers
regarding its benefits and features. This will foster customer loyalty and assists in differentiating
the product with its competitors.
Price
Price is also an essential element that assists in the attraction of the greater sets of the customers.
As such a proper and effective overview on the factors of the price must be maintained so as to
have proper productivity and level of profit margin (Stead & Hastings, 2018). This will assist in
the creation of the greater demand of the products and service of the concerned company.

Place
The main purpose of the concerned element of the marketing mix is to have proper combination
of the various intermediaries (Wholesalers and retailers) so as to ensure the delivery of the final
product to the ultimate customers (Liu, et. al., 2016). As such the company concern must ensure
a proper knowledge on all the intermediaries so as to have better attainment of the objectives.
Promotion
The main purpose of the promotion is to create suitable and appropriate awareness, create
interest, and generate sales leading to the creation of the brand loyalty. As such the company
concern must ensure the formulation of the effective promotional strategies so as to have better
command and supervision.
5. Describe three key principles of consumer behaviour and their influences on consumer
buying behaviour.
Three key principles of consumer behaviour include:
 Understanding of the needs and requirements of the customer as per the demand condition.
 Risk perception associated with the customer behaviour.
 Decision making process linked with the selection of the products and services (Liu, et. al.,
2016).
6. Describe how consumer behaviour impacts on determining the marketing mix.
With the changing conditions of the market there is a great change in the needs and wants of the
customer. As such, there a buying behaviour change that tends to have a major impact on the
elements of the marketing mix. As such, the company concern tends to make various and series
of the changes as per the requirements requiring a greater control and supervision on the
changing needs of the customer (Faith & Agwu, 2018). This will assist in making suitable
changes in the elements leading to greater attraction of the customer.

7. Describe the product life cycle and its impact on the marketing mix.
Product life cycle elaborates a sequence of the stages related to the development of the product
that majorly include introduction, growth maturity and decline (Faith & Agwu, 2018). Product
life cycle assists in the understanding of the varied steps so as to make suitable and effective
judgment with respect to the elements of the marketing mix (Product, price, place and
promotion). In addition, it supports in the better attraction of the customer leading to the
attainment of better position in the national and the global market scenario.
8. Describe three types pricing strategies that a business could adopt.
Three types pricing strategies that can be adopted by the business include:
Pricing for market penetration strategy: In the concerned strategy the business concerns are
required to set low initial price for the products (Wu, Z., & Lu, 2018). The concerned strategy
will assist the business authorities in the attraction of the greater sets of the customers based on
the low prices. Further provided, this will assist in the increment of the effective share in the
market while discouraging competition.
Economic pricing strategy: In the concerned pricing strategy lower price is assigned to the
product with decrease in the level of production cost (Habib, et. al., 2015). This will assist the
business concern in the increment in the level of sales, profit margin and appropriate capturing of
the business opportunities that can lead to strong position.
Bundle pricing strategy: Bundle pricing entails or enable the retailers to charge lower price for
the sets of the products and chare higher prices for the products when sold separately. The
strategy assist in the attraction of the customers, increment in the level of efficiency leading to
the reduction of marketing and distribution cost.
9. Describe three types of promotional strategies that that a business could adopt.
Three types of promotional strategies those business authorities can include:

Push strategy: The concerned strategy assists in the application of the appropriate and suitable
channels so as to ensure capturing of the greater share of the market leading to the attainment of
the objectives in a better and appropriate manner (Shen, et. al., 2016).
Pull strategy: A pull strategy supports the business concern in the increasing of the demand for
its products leading to the greater capturing of the market both at national and global perspective.
The man aim of the concerned strategy is to attract the customer through making enhancement in
the existing products.
Combination strategy: In addition the company concern can use the combination of the pull
and push strategy (Shen, et. al., 2016). This will assist in the effective overview of all the facts
and aspects related to the promotion of the products.
10. Describe three types of the distribution strategy.
Three types of the distribution strategy that a business could adopt include:
Indirect distribution strategy: In the concerned strategy the business personal focus on the
adoption of the various intermediaries so as to make the product available to the final consumer.
This assist the authorities of the company concern in the attainment of the suitable competitive
advantage leading to the increased access to consumer base.
Direct distribution strategy: The concerned strategy is a direct consumer approach with the
overall appropriate command of production on the distributor who has the sole responsibility to
make the good available to the final consumers (Faith & Agwu, 2018). This leads to the better
control on all the activities.
Intensive distribution strategy: With the aid of the strategy, the authorities of the business
concern focuses on making the product available to the various outlets so that the consumer can
virtually observe the product. The main aim of the concerned strategy is to creating awareness
with respect to the product leading to the increased level of revenue.

11. Outline two statistical techniques that can be used to gather and analyse the marketing
information.
Two statistical techniques that can be used to congregate and analyse the marketing in sequence
majorly and primarily includes:
Interviews: With the aid of the interview the company concern can personally assort the views
and opinions of the varied parties associated with the business concern. This in addition, in
making suitable conformation of all the related parties leading to the attainment of the objectives
in a better and appropriate manner (Bahadir, et. al., 2015).
Questionnaire: With the aid of the questions are assorted in order to gain a suitable view on the
related aspects of marketing so as to gather suitable opinion (Wu, Z., & Lu, 2018). This will
assist in making suitable changes as per the requirement.

Assessment task 2
1. Overview of the company and its objectives, desired position and target market
characteristics
The Drowzey hotel is somnigstad’s premier luxury hotel .its objectives are to provide best room
services which include an exclusive menu as well as products of all types. Providing luxury
services is one of the main objectives of this company. The goals of this take part in a panel at
the American hotel and lodging association conference in the year 2012. The total revenue to
exceed $10 million in 2012 (East, et. al., 2016). The purpose of this hotel is to provide best
services and fulfil customer expectations. The company wants to expand it's business and hotel
worldwide and achieve the desired goals of the company. The target market is between male and
females between 35 to 60 years.
2. Evaluation of components of the marketing mix:
 The services aimed at between 35 to 60-year people
 A service includes room services which include an extensive menu as well as the product of all
types that can be brought in somnigstad or ordered. Other then this hotel offers different services
like in-room dining, bag services, valet parking, fitness centre, wireless internet etc.
 Concierge service which can offer an exclusive experience to visitors or indulge their whims on
short notice
 Surprise gifts are also provided each day in the form of books, foods, candy etc.
 The most important benefits of the services are that surprise gift is provided to the customers to
attract more target market (East, et. al., 2016).
Price:
 Business is following reasonable pricing to attract the customers

 The pricing of the product will attract the customers towards their hotel by providing different
offers (Pappas, 2016).
 The services should be offered at a reasonable rate so that it can be easily offered and people can
take their services and recommend there services to other customers also.
Promotions
 The possibilities for the promotion of the product are that they are using a brand image with a
dark, rich color so that it can attract the customers.
 The company uses professional photographers to captures the images of the hotel and rooms
 They advertise about their hotel by giving actors the offer to stay in the hotel which will help in
advertising about their hotel (Pappas, 2016).
 Their tag line is "luxury that will surprise you" .this will help to bring more customers towards
the company.
 The best ways to promote their services is through advertisement and taking professional images
of the rooms of hotels. Marketing through the website, email newsletters, direct mail etc.
Place:
The possible distribution channel:
 Through websites, advertisement, offer a virtual tour of the hotel at a convenient time for the
prospect. The tour will focus on the beauty of the hotel (Stephen, 2016).
 The best ways to distribute services is by providing exclusive luxury services to their clients.
3. Analysis of each component of the marketing mix
The different components marketing mix is product or services, price, promotions and place.
This company is offering different services like the company is providing in-room dining
services, concierge services, fitness centre, indoor lap pool, bag services, business centre,
restaurant and lounge and services for board meetings (Stephen, 2016). The factor of price assists

in the assessment of the customer value, while the product assists in the development of the
strategy with respect to the features and the benefits. The factor of place assists in the deciding
and evaluating the factors that supports in the growth and promotion factors assist in providing
of the suitable and valuable information to the customers with respect to the features of the
product.
4. Determination of the final marketing mix
While finalizing the final layout of the marketing mix there are various external factors that are
required to be taken into consideration. This is because these factors tend to affect the work
operation in a great and adverse manner (Ashley & Tuten, 2015). Such factors include condition
of the economic nature, political parameters, legal parameters and technological conditions.
With the changes in these factors there is a great change in the views and perception of the
employees. As such it requires that suitable variations are made in each and every element of
variety mix so as to attract the customer leading to the attainment of the objectives.
Further provided, consumer priorities, needs and preferences also play a major role in the
formulation of the effective decision with respect to the elements of the marketing mix. If there
is any change in the taste and preference of the customer the changes are to be made in an
accordance manner in the elements so as to assist the authorities in the attainment of the
objectives in a better and effective manner (Ashley & Tuten, 2015).
Marketing objectives also play a major and vital role in the formulation of the marketing mix.
Marketing mix consider all the terms of goals and objectives so that the company concern can
attain suitable outcomes leading to a better position.
5. Recommend marketing mix for the product or service based on a review of all factors.
The following recommendations or suggestions that can be adopted by the company concern
with the review of all the factors majorly include:
 The company before making suitable decisions with respect to the marketing mix must formulate
the objectives associated with the working patterns of the company.