Assessment Task 2: Consumer Behaviour Analysis for MNG Marketing

This report provides a comprehensive analysis of consumer behaviour for Mobile News Games LLC (MNG), focusing on its marketing strategies. The report begins with an overview of MNG, a company that develops mobile games related to current events, targeting users aged 13-25. It details the company's market segmentation, dividing consumers into those who prefer free games and those who prefer paid games, and discusses the cultural aspects influencing consumer choices. The report further examines consumer attributes and the features of MNG's products and services, aligning them with the marketing plan. Section 2 analyzes trends and past performance, reviews past marketing information, and assesses the effectiveness of past marketing techniques, consumer behaviours, and organizational behaviours. The report then moves on to recommendations for marketing strategies, addressing customer needs, reviewing decision-making motives, and considering legal, ethical, budgetary, and cultural considerations. The analysis highlights the importance of demographic segmentation and suggests strategies such as offering free trials and discounted prices. The report concludes by emphasizing the large scope for profit in the games sector and the potential for MNG to become a successful mobile game developer.

Running head: MARKETING
Consumer Behaviour
Name of the student
Name of the university
Author Note:

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Table of Contents
Assessment Task 2 - Case Study Analysis.................................................................................4
Introduction................................................................................................................................4
Overview of the company......................................................................................................4
Section 1.....................................................................................................................................4
Target Market.............................................................................................................................4
Market Segment.....................................................................................................................4
Aspects of Culture..................................................................................................................4
Consumer Attributes..............................................................................................................5
Features of the Products and Services in accordance with the marketing plan.....................5
Section 2.....................................................................................................................................5
Analysis of the trends and past performance.........................................................................5
Review of the past marketing information.............................................................................6
Assessment of the effectiveness of past marketing................................................................6
Assessment of the consumer behaviours................................................................................6
Assessment of the organizational behaviours........................................................................6
Section 3.....................................................................................................................................7
Recommendations of the Marketing Strategies.....................................................................7
Address of innate and acquired customer needs....................................................................7
Review of the decision-making motives and influences........................................................7
Development of a rationale....................................................................................................7

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Consideration of legal, ethical, budgetary and cultural considerations.................................8
Bibliography...............................................................................................................................9

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Assessment Task 2 - Case Study Analysis
Introduction
Overview of the company
Mobile News Games LLC (MNG) is a company that develops different kinds of
mobile games related to the current events and different current news. The company aims to
provide the users of their mobile games with a time to entertain and relax themselves with fun
in course of their daily activities. The basic feature of the company is to build, develop and
manage different kinds of news related interactive mobile games for the users.
Section 1
Target Market
Market Segment
As said earlier, Mobile News Games LLC (MNG) has identified the age group in
between 13 to 25 years as their target group. The management of the business enterprise has
applied a unique strategy and has segmented the market into two different types to have a
much better reach to the customers. This segmentation has helped to create the demographic
divide in the business that has helped the management to gain recognition in the market.
According to this basis there are one types of teenagers who prefer free mobile games while
there are the other kinds of the users who has a preference for the paid mobile games. Based
on this segmentation the new strategy of the company is to create the attributes of a game
which later can be assembled to create a larger game.
Aspects of Culture
Most of the mobile game users have been tired of playing same games constantly and
are always in lookout for new and better games. The absence of the financial strength of the

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selected group of users further downgrades their choice and they are unable to purchase high
end games. The company has plans to change this culture and offer the users a public setting
that allows them to upload the score of the game in the website. The highest scorer will be
rewarded with bragging rights. These aspect can have a positive impact of the company in the
international market.
Consumer Attributes
The management of the company has segmented out two different groups of
consumers among the users of the games that are launched out by the enterprise. The
demographic attribute of the consumers is segmented by means of two ways. The first one is
the groups of teenagers who prefer free games while the second one being the groups of
teenagers who prefer to buy games from online applications.
Features of the Products and Services in accordance with the marketing plan
The products and services of the business enterprise are emphasized by means of the
marketing plan of MNG. The company has plans to create and share notes that will help to
improve the communication amongst the people and people can respond to the different
comments in a free manner. The emphasis of the company will be on the development of
creativity and speed in the games that can help them attain a competitive advantage in the
market.
Section 2
Analysis of the trends and past performance
Going by the annual reports of the business organization it has been seen that the
company has been improving with each and every year. While the market size of the
company in the year 2009 was close to 5.4 billion, the company registered a market size of
around $10.3 billion in the year 2013. The development of the company in the recent times

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has been because of the changing trends and the adaption of the most competitive strategies.
Apart from this the demographic segmentation of the organization is another major milestone
that can help MNG to attain a strong market presence in the mobile games segment.
Review of the past marketing information
The past marketing information of the business has been important for the business as
it has helped to gain a clear understanding of the organization and has helped to identify the
scope for the business development. The budgetary expense has shown a sharp rise in the
third year because of the extensive marketing of the company. This has led to the rise in the
price of the marketing activities. For example the price of social media which was just
$30,000 in the first year rose to $120,000 in the third year. The revenue also shown a sharp
increase in the third year.
Assessment of the effectiveness of past marketing
Though the past marketing techniques has been quite effective and important, the
absence of demographic division and the lack of technical knowledge has made the new
marketing policy much more efficient in nature. The past marketing techniques of the
organization were not up to the mark as the absence of conferences and trade shows made the
organization incapable of achieving the business aims.
Assessment of the consumer behaviours
The consumer behaviours are quite surprising and thus there is a change in the needs
and requirements of the people every now and then. The targeted age group has the tendency
to spend huge money and therefore pave the way for MNG to reach out to them and offer tem
the games.

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Assessment of the organizational behaviours
The management of the business organization has applied a number of different
strategies to reach out to the younger generation who tends to spend much more in different
games. The aim of the business is to present an assembled game to the users that provides
entertainment to them.
Section 3
Recommendations of the Marketing Strategies
Some of the major marketing strategies of the business organization in regards to the
development of the products includes the demographic segmentation of the target market.
However some more recommendations can help to make the marketing strategy more
meaningful. For example the management can select for some new tactics by making the
games free for the first few months and then making an option for the customers to buy them.
Secondly the management can even reduce the price of the games and offer them to the
customers at discounted prices.
Address of innate and acquired customer needs
The new needs of the customers can be addressed through the creation of a web
platform that can help showcase the scores of the gamers. Apart from this the strategy of the
management to target the younger generation that are open to spending high can be useful.
Review of the decision-making motives and influences
The decision making power must be provided to the employees and the decision must
be taken based on the market survey of the products. The needs and demands of the
customers will be the basis of the decision making process.

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Development of a rationale
The business has a large scope for profit in the games sector and given the expertise
involved in the organization in addition to the huge business market, MNG will be surely one
of the most successful mobile game developers of the coming days.
Consideration of legal, ethical, budgetary and cultural considerations
Ethical standards and laws of the business must be maintained according to the
guidelines of gaming industry. The regulations of International gambling Act 2001 must be
followed. The management must also ensure that the products do not disturb the cultural
identity of a group or some persons.

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Bibliography
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