BSBMKG517: Analyze Consumer Behaviour - MNG Case Study Report

This report analyzes the Mobile News Games (MNG) case study, focusing on consumer behavior in international markets, specifically India and Australia. The report begins by confirming the target market, which is identified as young adults and non-traditional gamers, and discusses cultural aspects impacting international marketing. It then delves into consumer attributes, analyzing demographics, psychographics, and buying behaviors. The report assesses consumer interest by reviewing market trends and past performance, and evaluates the effectiveness of past marketing efforts. Based on these analyses, the report recommends marketing strategies tailored to the identified target market and concludes by addressing legal and ethical standards relevant to international business operations. The report also acknowledges the importance of cultural sensitivity and ethical conduct in the global 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.................................................................................................................................
2. Confirming the Target Market...................................................................................................
d) Identify and relate the features of the product in accordance with the case study
marketing plan...................................................................................................................................
3 Confirm level of consumer interest.................................................................................................
1. Analyze trends and past performance.......................................................................................
3. Assess the effectiveness of past marketing................................................................................
4 Recommend Marketing Strategies.................................................................................................
5 Legal and ethical standard..............................................................................................................
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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
 Age
 Income
 Gender
 Occupation
 Others
13-25
₹0-24k/yr
Males
Student, Part-time workers
26-50+
₹2,749,075/yr
Male/Females
Professional
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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Psychographics
 Buying habits
 Hobbies
 Values
 Others
Fast fashion, gaming etc.
Travelling, gaming, sports.
Free products, value for
money
Quality products, wine etc.
Travelling, recreational
drinking etc.
High end products
Geographic India Semi urban to urban India Urban location
Behavior
Tendency to choose
gaming, and can even
spend on gaming.
Realistic behavior and tend
to spend on services that
they like.
d) Identify and relate the features of the product in accordance with the case study
marketing plan.
MNG group as surveyed the market well and have targeted the youth and the young adult as
they have realized that the demographic between the age 13 and 25 generally of not have any
savings and tend to spend more. Since the company is aiming to focus its products on gamers
and non-gamers, it helps them to expand the market6. The product will use pop culture
references to create communication within the target audience to generate interest and gain
publicity. They have many free games as well as paid mobile games which is priced low to
ensure the interest of the customers7.
3.Confirm level of consumer interest
1. Analyze trends and past performance
Mobile games have become very popular over the years and is gradually becoming a dominant
driver in the gaming market. Statistical data shows that the Australian gaming market shows a
revenue of A$4bn and has grown by 25% in 2018 and is expected to grow by 10% in 2018-22.
Studies indicate that about 60% of the demographic prefer playing mobile games and on the
go8. These are some of the trends and past performances of the gaming sector however, the
case study does not provide enough information regarding these aspects in their market plan.
Since the company is new they should have included these aspects in their market research.
2. Review past marketing information
They intend to target the mobile game users and want to use recent news to create a spoof of
the events that lends the user power and excitement. On the other hand Candy Crush is another
popular mobile game that was developed by King and has over 409 million active users as of
6 Jin, Dal Yong. "The emergence of asian mobile games: definitions, industries, and trajectories." Mobile
Gaming in Asia: Politics, Culture and Emerging Technologies (2017): 3-20.
7 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).
8 Larche, Chanel J., Natalia Musielak, and Mike J. Dixon. "The Candy Crush Sweet Tooth: How ‘near-misses’ in
Candy Crush increase frustration, and the urge to continue gameplay." Journal of gambling studies 33, no. 2
(2017): 599-615.
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2016 what makes the game unique is the model which follows a freemium model and is also
popular for its simplistic never ending puzzles9. Interestingly, the target consumer for Candy
Crush were female who are a second consideration for MNG. In fact, the score sharing attribute
is also something that has been used by such companies who have mobile games. These aspects
are something that MNG should take notice.
3. Assess the effectiveness of past marketing
MNG is a new company that has used primary and secondary research method to determine
both qualitative and quantitative analysis of their market. Being fairly new they do not have past
evidence from past marketing. However, they intend to use link redirectors that will enable
users or followers to repost the links additionally MNG uses the SEO and other keywords that
will help it to stay on top of the search results10.
Assess consumer behaviours
MNG has selected the target consumer that is between 13 and 25, it mainly considers males and
understands their motivation regarding gaming. They also have experienced people in their
team. However, the assessment does not contain selective information on Australia and its
international market.
Assess organizational behaviours
MNG recognizes its market segment and it has created provision for its development. They plan
to provide other gaming corporations with consulting advice to create games and giving
MNG much needed promotion. They have constructive organisational behaviour11.
4 Recommend Marketing Strategies
MNG has addressed most of the marketing plan. However, as the company aims to spread in
international markets as well. Studies show Indian youth depend on the recommendation of
family and friends, MNG has not specifically studied their individual market carefully. The buying
app might be significantly low in Australia, however, the Indian users may find the same price
high12. It is suggested that MNG conducts individual studies on both the countries.
5 Legal and ethical standard
An organization needs to adhere to the legal policies and customs of the place they are doing
their business. At the same time it is also necessary that the organization is culturally
competent. MNG wants to expand overseas, however they must consider the cultural
differences as well as the political environment of the country. Bribes are essential to enter the
local markets in places, even then the company should be culturally competent and politically
aware before making any decision. It is always important that the company behaves ethically
and since MNG is a new company it needs to build a good reputation13.
9 Larche, Chanel J., Natalia Musielak, and Mike J. Dixon. "The Candy Crush Sweet Tooth: How ‘near-misses’ in
Candy Crush increase frustration, and the urge to continue gameplay." Journal of gambling studies 33, no. 2
(2017): 599-615.
10 Chong, Beng Soon, and Zhenbin Liu. "CAR associated with SEO share lockups: Real or illusionary?." Review of
Quantitative Finance and Accounting 47, no. 3 (2016): 513-541.
11 De Mooij, Marieke. Consumer behavior and culture: Consequences for global marketing and advertising.
SAGE Publications Limited, 2019.
12 Ashton, William J., and Rajesh V. Manchanda. "Using previous social marketing efforts to assess a new
program." Journal of Social Marketing (2018).
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13 RATHER, BILAL AHMAD. "WHY SHOULD BUSINESSMEN BE ETHICAL?." CLEAR International Journal of
Research in Commerce & Management 7, no. 1 (2016).
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References
Ashton, William J., and Rajesh V. Manchanda. "Using previous social
marketing efforts to assess a new program." Journal of Social Marketing
(2018).14
Chong, Beng Soon, and Zhenbin Liu. "CAR associated with SEO share lockups:
Real or illusionary?." Review of Quantitative Finance and Accounting 47, no. 3
(2016): 513-541.
De Mooij, Marieke. Consumer behavior and culture: Consequences for global
marketing and advertising. SAGE Publications Limited, 2019.
Jin, Dal Yong. "The emergence of asian mobile games: definitions, industries,
and trajectories." Mobile Gaming in Asia: Politics, Culture and Emerging
Technologies (2017): 3-20.
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.
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).
Larche, Chanel J., Natalia Musielak, and Mike J. Dixon. "The Candy Crush
Sweet Tooth: How ‘near-misses’ in Candy Crush increase frustration, and the
urge to continue gameplay." Journal of gambling studies 33, no. 2 (2017):
599-615.
RATHER, BILAL AHMAD. "WHY SHOULD BUSINESSMEN BE ETHICAL?." CLEAR
International Journal of Research in Commerce & Management 7, no. 1
(2016).
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.
14
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BSBMKG517 – Analyse Consumer Behaviour for Specific International Market