In the first assignment you reflected on how marketing and other influences impacted your shopping behaviour.
In this assignment you begin to apply the principles of marketing in order to influence the behaviour of buyers.
Marketingisfundamentallyfocusedonincreasingrevenueforthebusinesstodayand into the future.
However, getting consumer’s to change their behaviour is very challenging, a fact you would have come to realise in Assignment One (whatwoulda marketer have to do to get YOU to change your habitual shopping habits?).
In this assignment you are to analyse two segments and recommend to a supermarket manager how the marketing activities (4Ps and service elements) can be changed to either
a) have the identified target segment currently shopping at the supermarkettospendmoreor
b)havetheidentifiedtargetsegmentNOTshoppingat the supermarket and spend money.
Introductory sentence/short paragraph
Background to the task
Purpose of the report
Format of the report
Layout of the branded stores
Compare and contrasts the branded store layouts
Description of ONE target market for each branded store
Analyses of consumer influences (based on data recorded in a table)
Marketing recommendations for each target market of the branded stores (linked to relevant concepts and theories from this course)
Report Format—Business (not an essay)
DO NOT write in the first or second person (I, we, our)—write in third person only
Proof read at least three times for spelling, grammatical and logic errors
Line spacing—1½ lines
Before and after spacing—6 points
Paragraph spacing—one space before and after
All tables and diagrams labelled—they do not form part of the word count
APA reference style
VisitTWOdifferentBRANDEDsupermarketsandasthesizeofthestoremaybea contributingfactortostorelayoutmakesureyoueliminatethisfactorbyhavingstoresof ‘equivalent’ sizes—do not have a large and a small store.
Thefirstsectionrequiresyoutofocusonthemarketingactivitiesofbothsupermarketsandnotewhether reality aligns with an IDEAL
(Academic Sources Supermarket News, Supermarket Business, Food Retail Industry Profile, InternationalJournalofRetailandDistributionManagement.Inaddition,usethelibrarydatabases such as ProQuest or Business Source Complete and type “supermarket” and change the search filter to “Title”)
Given the information in the articles
“Tricks of the Trade”,
and using research from supermarket and FMCG related marketing and industry journals
Create a criteria by which a marketing manager for a supermarketcouldanalysetheeffectivenessofasupermarket’smarketingmix (4Ps and services marketing).
Justify your list by citing multiple pieces of credible research for each point.
Ideal Criteria for Supermarket Manager could use to analyse effectiveness of a their store with proper referencing
2. Drawthelayout(approximatelyinproportion)ofeachstoreandifpossible include photographs—make sure you indicate the brand on the diagram;
There is drawing function in Word and this will help you.
If you don't know how to use the draw functionality see - http://www.youtube.com/results?search_query=how+to+use+draw+in+word .
Aim to use consistent colours, names, and proportions, etc.
If you are trying to work out the size of the supermarket, you could pace out the length and width assuming that each one of your steps is approximately 1 meter.
‘ideal’marketingmix-4Psandservicesmarketing forthe supermarket Compareandcontrastthe4Psandservicesmarketingforeach store.
Ideal Marketing Mix & Services Marketing Vs Each Stores
columns and record your data /judgements /observations
If you do not know how to create a table in word see –
b. Analysethetable,expandingontheinsightsandobservationsby linking them to researched and referenced marketing theories and concepts.
The final part of this section is to provide insights you develop based on your academic and your observationresearch.
In3byouaredemonstratingyourcriticalthinkingskillsbyprovidingrelevant insighttothesupermarketmarketingmanagerusingtheboththetheoryandobservationresearchto justifyyourinsight.