Essay MKT20025: Consumer Behaviour – Need Recognition – Report Writing Marketing Assignment Help

Assignment Task:

Your task 
Select ONE of the following products for this assignment: 
1. Jump – Electric bike 

OR 
2. Allbirds – Footwear 

Draw upon your knowledge of the CDMP, together with the CB principles you learned regarding the internal factors (i.e., perception, attitudes and attitude change strategies and consumer learning) and external factors (i.e., reference groups and subculture) that drive consumers to behave/purchase/consume in certain ways, to: 
• Segment the potential customers and select one target segment that are most likely to be target consumers of the selected product (brand), 
• Analyse, apply and explain how the internal (two theories) and external (one theory) factors are most likely to influence potential target consumers in the two stages of their CDMP, and 
• Make three marketing recommendations for the clients (Uber for Jump and Allbirds for footwear) towards outcomes, such as purchasing the product (brand), promoting consumer satisfaction and loyalty. 

Write this as though you are doing this work for a client – so imagine that Uber or Allbirds has commissioned you to do this work. Be sure to provide them with clear recommendations. You need to produce a well-articulated, succinct 9-page business-style report containing: 
• Cover page (Title and name, date etc.) – the university standard assignment cover sheet is NOT required. 
• Executive summary (no more than 1 page) 
• Table of contents (no more than 1 page) 
• Introduction, CDMP, and segmentation table and one target market segment and their brief psychological profile (no more than 1 page) 
• Discuss three relevant theories (using DEAX) and how they might apply to consumers for each stage of the CDMP, that might also influence their decision making (no more than 3 pages) 
– Note you need to use two theories from the internal factors (i.e., perception, attitudes and attitude change strategies and consumer learning) and one theory from the external factors (i.e., reference groups and subculture). 
– The three selected theories need to be embedded into the two selected stage of the CDMP. 
• Provide three sound marketing recommendations for your client to consider and adopt (no more than 2 pages) 
• A brief conclusion (1 paragraph) 
• Full reference list (no more than 1 page of well-selected references – a minimum of 5 relevant academic journals is required and for HD – expect about 8 relevant academic journals) 
• Appendices if required