This assignment involves the virtual (online) consumer behaviour audit / analytical review of a specific company, that also has an online presence. Moreover, this audit must be followed with your respective consumer behaviour recommendations, so the specific company can more effectively generate a strong customer base, create brand awareness and also be sustainable over time in a competitive marketplace.
Essentially, this virtual consumer behaviour audit requires students to assess the consumer behaviour trends for the marketplace of which the company competes. Note: with the current Ontario Health guidelines, the assessment can be virtual (via reviewing online comments, critiques, marketing on YouTube and also the companies’ respective website photo gallery, Trip Advisor, Twitter, LinkedIn, etc).
This exercise also allows students to demonstrate an understanding of concepts, trends, theories and practical application of consumer behaviour by exploring what you recommend for the specific company in response to consumer behaviour trends in the marketplace. Relevant course concepts and models should be investigated and interpreted within this scenario to make analytical conclusions. You should construct original exhibits to support or demonstrate the analytical conclusions.
- Submissions are to be 7 – 8 page PDF report
- 11.5 Arial font, 1.5 spacing
- Please number each page submitted, excluding the cover page, and/or references page
1. RECOMMENDED OUTLINE:
Each part of the following recommended outline has a percentage allocation of what is recommended for the Individual Consumer Behaviour Audit & Recommendations Report. Most importantly, it is always encouraged for the report to “tell a story” as presented to the company’s owner, CEO, Senior Management or Board of Directors.
The recommended outline to follow for the report is the following:
A) Review of industry specific consumer behaviour trends as well as the company’s marketplace (30%)
• This can include but, is not limited to: The product or service type and supplementary services also available in the market, competitive landscape, market leaders, segments, current consumer behaviour trends in the industry, common promotional practices, marketing and sales trends, branding strategies, typical size of the company in the marketplace, etc).
• In addition, the customer/consumer base must be analyzed for whom the company provides its products or services, which can include, but is not limited to consumer behaviour patterns, social and/or demographic information, target market, future purchase opportunities, etc)
- B) Strategic review of the target market and company (30%)It is recommended to provide your opinions to how well the company is competing in the marketplace from a consumer behaviour and marketing standpoints, its current consumer behaviour practices, customer interactions, customer services approach, speed of service purchasing process approach as well as how the company is best communicating the product portfolio or services.Moreover, this assessment can also include of the company may also include how its product(s) and/or services are actually marketed, managed and sold. This can include, but is not limited to: the marketing mix, sales approach, online presence, past, current and/or future strategies and tactics, promotions, pricing, the company’s services brand awareness and overall brand image compared with competition.
- C) Strategic Recommendations and Implementation (40%)The strategic consumer behaviour and marketing recommendations and implementation plan should include realistic timelines, resources required, etc. and must include, but are not limited to:
- Target market / segment / brand positioning
- Consumer Behaviour trends implementation
- Customer Service Recommendations
- Marketing Objectives (Qualitative)
- Marketing strategies and tactics, the appropriate 8Ps or 9Ps (all might directly apply); online, digital, where applicable
- Quality of product and/or service/product portfolio improvements; service additions, service reductions, etc.
- Traditional, digital, online marketing, communications, media, promotional, etc. per recommended customer type, etc., while also always considering competitions’ reaction.