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MKT510 Customer Behaviour

tag 0 Download 11 Pages / 2,537 Words tag 15-07-2021


In this report you need to define, analyse and understand each of the following and how it impacts and informs an organisation’s marketing strategy.

Ensure that you use the same organisation selected in Assessment Task 1. Revelant chapters from core text book Chapters 3,4,5, & 6

You are to address the following:

  • Analyse the current organisational capability and level of core competence. Student should address this in light of the corporate appraisal process - refer to core textbook for this process.
  • How does competition impact on the organisation and its ability to serve its markets?
  • Consider potential customer markets- that the organisation may try and serve?
  • What are the likely impacts of the external environment – select at least two (2) variables.
  • Make recommendations on how these factors above will impact on the overall marketing strategy of the organisation.


For companies to success when operating in dynamic and turbulent markets, they need to identify the factors that shape their industry’s structure, nature of customer behaviour and the capabilities and resources that the organisation needs to posses in order to be an industry player.

Learning outcomes:

  • be able to identify and evaluate various theoretical approaches that have contributed to competitive strategy formation;
  • be able to critique the role of business partnerships and customer relationship management in the creation of superior customer value.
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