SWIN BUR NE Faculty of Business and Law Assessment Task - Assignment 4 MKT10007 Fundamentals of Marketing SWINBURNE UNIVERSITY OF TECHNOLOGY Semester 1, 2020 updated 17th March 2020, reflecting changes made for the transition to online learning due to the COVID-19 epidemic. Changes highlighted in yellow. Assessment Type Business report Associated Unit Learning Outcomes 1, 2, 4. Group or Individual task Individual Value (%) 25% Due Date Thursday 11th June @23:59 AEDT Submission details/form 1,500 words, (+ 10%) Purpose or Overview To develop higher order, critical thinking skills with regards to how key marketing concepts can be used in analysing a range of marketing problems. Detailed Assignment instructions This assignment is an individual report that combines elements from your previous Assignments. Your task here is to assume the role of a brand manager proposing a product extension to the Chief Marketing Officer (CMO) of your company. The brand you are extending is the brand you analysed for your Assignment 2. The target market for the brand extension is one of the three personas you created for Assignment 1. Your report to the CMO will recommend one segment to be targeted from amongst the three personas, and justify your recommendation. Then, justify your recommended brand extension strategy and positioning to the target segment, plus how will it be differentiated from competitors currently serving that segment. Lastly, you should explain how you plan to develop the marketing mix for this brand extension to attract the consumers in your target segment. Your report will be in these main parts: · A section that explains your how you have ranked the attractiveness of the three potential segments and justify why you have chosen one of them as the primary segment to target. · A section showcasing how your understanding of your chosen segment's characteristics. This understanding will be the foundation of your new product and brand extension strategy. · A competition analysis section that explains how the positioning strategy of your brand extension is differentiated and appealing to your target market. . A section that details the rest of the marketing mix of your new extension, e.g. its price, method of communication and delivery method (the ffPs). 60ffca807tt8b33c973cef328a8ff8ffdadff.docx Page 1 of 8
Part 1. Target Market Analysis In Assignment 1, you conducted a small market research project that resulted in three simple 'personas': representations of consumers that share the same characteristics as each other. Now, in Assignment ff you must treat these personas as exemplars of the people in the three separate consumer segments. Your three Assignment 1 personas will most likely be under-developed, so you are encouraged to "flesh them out" and add more details of their characteristics and behaviour using your own research (e.g. using ABS census data, industry analysis, or segmentation reports). Harold Potts age: 55 residence: Oficer, VIC education: College occupation: Retiree marital status: Widowed JESSICA BRIDGES Age 21 Residence Knoxfield, Victoria Place of Birth Melbourne, Australia LOVISA Occupation KFC Manager Education High school, first year Bachelor of Business and