Essay BSBMKG502: Analyse Marketing Report Establish and Adjust the Marketing Mix – Management Assignment Help

Assignment Task:

TASK:

Task Instructions Summary and Purpose of Assessment

There are a total of three (3) assessment tasks you need to complete for this unit. This is assessment task 1 of 3 that you need to complete satisfactorily in order to be deemed competent for this unit. Completing this task will allow you to demonstrate your ability to investigate and report on past/existing levels of customer behaviour/interest for the product through analysis of trends and monitored performance. Outlining and explaining statistical techniques used to gather and analyse customer/marketing information. Assessment Instructions You are to download and review Stingray’s supplementary marketing documents (available on CANVAS) before attempting to complete this assessment portfolio. To be deemed competent in this cluster of units you must submit your portfolio assessment, having answered all the questions within the 3 set tasks including a final oral presentation delivered to class. Answers and presentation must satisfactorily address all of the criteria and observation checklist listed in Section B – Marking Guide. What You will be required to provide responses from the point of view of a newly appointed member of the Stingray’s Marketing Team. The Marketing Manager has requested for this new team member to conduct an analysis on customer data, review the existing Marketing Plan then propose and present an adjusted marketing strategy for the ARLS (Augmented Reality) product. You are required to answer a series of questions within the 3 tasks of this portfolio assessment. For this assessment task, you have to read and review the provided STINGRAY’s ARLS MARKETING REPORT which contains the first quarter’s (3 months) raw data of customer responses. Reporting their findings by answering a series of set questions. Responses must be based on your analysis and interpretation of the data provided within the report as well any secondary (online) research they have conducted. You are required to document your report by answering all of the following questions in the order outlined below and in line with the word counts shown. You must ensure you present your findings clearly and concisely and include any numerical data. In accordance with the marketing plan, you are required to: [ Analyse Marketing Report ]

1. Review past performance and outline the results from this analysis regarding the first three months sales figures of the ARLS product. Identify and explain whether there is a consumer need for the product by reviewing pattern(s) and trend(s) of ARLS products. Undertake additional research to determine the viability of the industry in terms of growth. (100+ words)

2. Outline the main market segment of Stingray’s product and identify the 3 most common customer attributes that have been identified in the ARLS Marketing Report and analyse their consumer behaviour (100+ words)

3. Review past marketing and positioning explain the focus of appeal that Stingray relies upon and how it motivates and influences the customers purchase decision. Discuss whether the product meet customer expectations. Assess how the products marketing strategies have solved the customer’s innate and acquired needs. (100+ words)

4. Identify and assess Stingray’s customer service capability and speed in responding to customer demand and support requests. Process and rate overall customers satisfaction compared to other similar AR (Augmented Reality) technology firms (50+ words) and comment on its significance on meeting marketing outcomes.

5. Review appropriate data/statistic to analyse and determine the customer’s digital ‘footprints’ within the Digital Funnel (customer journey). Comment on the engagement journey and whether it aligns with customer expectations. Reviewing the current marketing channels answer the following:

a. Estimate what significance do they have on achieving the marketing objectives

b. Identify any pressure points that are causing a negative impact
c. Describe using percentages the number of ‘potential customers’ being lost at each of those identified pressure points/ stages of the customer journey.

d. Explain how the existing digital channels used compare to the other current popular channels relevant to Stingray’s business/ consumers against e costs and benefits (100+ words)