University : RMIT University UniLearnO is not sponsored or endorsed by this college or university.
Subject Code : BSBMKG517
Country : Australia
Assignment Task:

Summary and Purpose of Assessment 

There are a total of two (2) assessment tasks you need to complete for this unit. This is assessment task one (1) of 2 (two) that you need to complete satisfactorily, in order to be deemed competent for this unit. This assessment is to be completed individually. 

This assessment task requires you to demonstrate competency and knowledge in assessing current consumer interest and to confirm a target market. The task has two parts: 

1. Part A is all about providing critical thinking, and

2. Part B is to conduct a market analysis. 

For both Parts (A and B) of this assessment task, you will need to answer a series of questions. To answer these questions, you will need to refer to the “Beats by Dre” electronics brand case study.

 

Part A – Assess the current level of consumer interest for “Beats by Dre” Brand 

The following questions relate to identifying and assessing consumer interest of a target market for the case study “Beats by Dre”. 

For this assessment task one-part A, you will need to answer all of the following five (5) questions and relate your answer to both an international marketing setting (I.e. United States of America) and domestic setting (Australia). 

1. Investigate audiophile or “hi-fi enthusiast” consumer need for the Premium Over-Ear Headphones product “Beats by Dre” brand. 

Provide a brief summary of trends and past performance of the product in the USA and Australia. Did the information suggest there was a need for the product? If so, why? Students are to include in their answers, details of the quantitative and qualitative information or data sources you accessed (200-400 words). 

2. Explore the past marketing activities of “Beats by Dre” products. Look into any plans, strategies and campaigns you can access and describe the effectiveness in terms of the focus of appeal, e.g. how they reach their target audience and persuade them to buy. 

Research Apple’s marketing strategy and describe how the profiles of Beats by Dre’s market segments fit into Apple’s Marketing Strategy requirements. Describe how the completed profile meets the organisational requirements of “Beats by Dre” and how this should best be presented. 

3. Explore the different influences that may affect the target market purchasing behaviour for “Beats by Dre” products or services. 

 

Part B: Confirm target market for “Beats by Dre” Brand in Australia and in the USA 

The following questions relate to confirming the target market for the “Beats by Dre” brand. For this assessment task one-Part B, you must answer all of the following four (4) questions in their own words. 

1. Identify the overall market for “Beat by Dre” headphones and describe one market segment using demographics, psychographics, lifestyles factors and behavioural traits as the basis for the segmentation. 

2. Identify at least two (2) key features of “Beats by Dre” headphones. 

3. Identify and describe at least two (2) key aspects of culture that may affect the international marketing of “Beats by Dre” products within the target market identified in Question 1 above, e.g. usual purchasers in families, values and beliefs etc. 

4. Identify at least two (2) consumer attributes targeted by “Beats by Dre” products in the USA as per the market segment outlined above in Question 1 and how this relates to the overall market profile. 

 

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  • Posted on : March 16th, 2019
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