ILSC Business College: BSBMKG517 Marketing Analysis Report

This report is a comprehensive analysis of marketing strategies, consumer behavior, and market segmentation, focusing on the BSBMKG517 unit. It includes detailed definitions of marketing terminology, key responsibilities of a marketing manager, and the purpose of a marketing plan. The report also covers the steps for undertaking market segmentation, the use of target markets in developing the marketing mix, and the application of the 4 Ps of marketing. Furthermore, it delves into cultural influences, product characteristics, and the application of SWOT and PEST analysis to the Australian and Indian markets. The case study analysis examines Mobile News Games LLC (MNG), evaluating their marketing plan for international markets, including India and Australia, and recommending marketing strategies while considering relevant legislation and codes of practice.

ILSC Business College BSBMKG517 Assessment V2 0518 Page 1 of 9
BSBMKG517
ASSESSMENT COVER SHEET
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Assessment Task 1
Part A - Knowledge Questions
Answer the questions below. Click in the space provided and type your answer.
1. Create definitions for the following marketing terminology:
Behavioural segmentation
Codes of practice
Competitor
Consumer
Consumer Behaviour
Consumer Profile
Consumer Interest
Culture

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Legislation
Market
Market Profile
Market segment
Marketing Plan
Marketing strategy
National standards
Organisational behaviour
Product
Product life cycle
SWOT Analysis
Target market

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2. In order to work effectively in a marketing managerial position, list the key responsibilities such a
role would require. Hint: Can you identify all 14?
3. Describe the purpose and function of a marketing plan
4. Outline the 3 steps for undertaking market segmentation
5. Describe how target market are used to develop the marketing mix

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6. What are the 4 Ps and how do they help marketers?
7. Define the term ‘Culture’. List 10 factors that may influence culture.
8. As a marketer you need to identify the key characteristics of products or services to effectively plan a
successful marketing mix. Create a list of at least 10 key characteristics that are required to successfully
plan a marketing mix?
9. Conduct SWOT and PEST Analysis

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Part B – Scenario SWOT and PEST Analysis
You have been employed by Tourism Australia to create a marketing concept advertising Australia and inviting
people to come here. Points you should consider:
 The Japanese and Indian markets, and what market segment and target market you would focus your
campaign on.
 What aspects you would promote within the campaign and segment, and how this would appeal to each
culture.
Instructions
Construct a SWOT and PEST analysis of the two and write a brief analysis of your findings (minimum 300 words).
Note: Use Appendix 2 to help with your analysis.

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Assessment Task 2 - Case Study Analysis
Scenario
You are the Marketing Manager at Mobile News Games LLC (MNG). Review the MNG Marketing Plan to
determine how MNG analysed consumer behaviour for their international market. India and Australia are
international markets that MNG plan to enter.
Apply your knowledge and understanding of the theoretical aspects of what you have learned in this unit and
specifically relate this to the case study.
Note: You must completed this task independently (not in groups).
Instructions
Prepare a report to MNG Management detailing your observations and findings.
 Appendix 1 will show you how to structure your report.
 Appendix 2 (Mobile News Games LLC (MNG) marketing plan) will give you the information to help you
write your report.
Steps
Complete Steps 1-5:
1. Prepare a brief overview of MNG in less than 200 words
2. Confirm the target market [Appendix 1 – Report Section 1]
Identify and discuss each of the four steps in the process of ‘confirming the target market’ (Refer to your
Student Book on Moodle pages 7-20 as a guide)
a. Identify the market segments in accordance with the MNG marketing plan.
b. Identify and discuss the aspects of culture that will have an impact on the international marketing of
MNG’s products within the target markets that MNG plans to enter.
c. Identify and discuss the consumer attributes for the market segment from the market profile in
the case study: i.e. demographics, psychographics, behaviour and geographic.
d. Identify and relate the features of the product in accordance with the case study marketing plan.

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3. Confirm level of consumer interest [Appendix 1 – Report Section 2]
(Refer to Student Book pages 43-79 on Moodle)
After confirming your target market, the second stage of analysing consumer behaviour is assessing consumer
interest. Identify and discuss each of the five key steps that are involved in this stage and how they relate to
the New Mobile Games case study marketing plan.
4. Recommend marketing strategies [Appendix 1 – Report Section 3]
(Refer to Student Book pages 81-93 on Moodle)
Identify and discuss the four stages of ‘recommending marketing strategies’; and how MNG has or has
failed to address these strategies.
5. Outline the key provisions of relevant legislation, codes of practice and national standards affecting
marketing operations in Australia and Internationally. Discuss how these relate to MNG operations in
Australia.
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Submit your report with this completed assessment on Moodle.