MK9617 buyer behavior analysis of singapore airlines

You are required to submit a  report written for the Marketing Director of your chosen organisation. There are three key tasks:

TASK 1

Using no more than  briefly introduce the marketing issue that you have researched anddeveloped.

TASK 2

Develop a buyer behaviour analysis (making reference to the Blackwell, Miniard and Engel analytical framework) for your chosen case study including:

• A brief, but multi-dimensional profile of the target market;

• Analysis of the likely buying behaviour of your target market;

• Identification of three key influences on this decision-making process;

• Identification of one issue related to information processing, as this will inform task 3.

TASK 3

Using Fill’s MCPF, develop an appropriate communications strategy (including media and message)for this target market, remembering to address the influence and information processing aspects identified in task 2. This will require you to consider the following:

• A brief, but holistic context analysis

• To construct a range of communication goals and state positioning strategy

• To provide a brief account of the marketing communications strategy

• The development a coordinated communications mix, (including the consideration of various marketing communication tools and the construction of a media and creative strategy.

• The coordinated communications mix should be fully integrated, with the proposed scheduled displayed using e.g. a Gantt chart.

• To discuss how the campaign will be evaluated, highlighting and justifying the type of metricsused