Category: Marketing

Prompt: Tobacco companies are frequently criticized for targeting potential customers below the legal age to purchase and use their products. Critics cite Joe Camel and the Marlboro man as images meant to make smoking appealing to young people. If tobacco companies are actually following this particular demographic targeting strategy, most would agree that it is unethical if not illegal. Take a stance: Is marketing tobacco products to younger consumers unethical?
Requirements: Minimum 500 words, three references, APA-compliant formatting

Instructions:
To answer parts one and two, you will need to write about Lost Street Brewing Company. Below, you will find a video of an interview being conducted. Please ensure there is no plagiarism, and keep this homework assignment confidential. 
Company: Lost Street Brewing Company
YouTube Video Link: https://www.youtube.com/watch?v=ofPPcN1veG0 
Part 1
Define Consumer Markets, parts 1-4.
For those marketing products to consumers (or through a channel that sells directly to consumers), understanding the purchase decision process of the target market is an essential element of the marketing plan. This exercise includes the following activities: 
1. Develop a demographic profile of the customer to include: 
A. Age 
B. Income 
C. Occupation 
D. Education 
E. Lifestyle (activities, interests, opinions) 
2. Describe the motivation of the target consumer. Why is the consumer buying the product? 
3. What external forces will influence the target consumer as he or she considers the purchase? For example, will the consumer’s culture or subculture affect the purchase decision? How? 
4. Describe the consumer’s typical purchase decision process. What is the likely process a consumer will go through in making the decision to purchase the product? 
Part 2
Identify Target Markets, parts 1-4. 
1. Consider the various approaches to segmenting your market(s). What segmentation approaches do you recommend? Why do you recommend those approaches over other available approaches? 
2. Evaluate your proposed segments against the criteria for effective segmentation. What does this evaluation lead you to conclude about the best way to proceed? 
3. Systematically analyze each potential segment on your list using the three steps you learned in the chapter: (1) Assess each in terms of segment size and growth potential, segment competitive forces, and strategic fit of the segment; (2) For the shortlist that emerges, develop profiles of each potential target market, then identify each of your final set as primary, secondary, tertiary, or abandoned; (3) Select the target marketing approach for each of your primary targets. 
4. Identify the likely sources of differential advantage on which you will focus later in developing your positioning strategies.  

My company is “Emirates Airlines – compititors are Saudi Airlines, Qatar, and Eitihad Airlines.
Summary of Assessment Method: Essay providing a critical examination on strategies to meet new
market challenges and opportunities in the culinary industry (1,500 words).
On successful completion of the module, students will be able to:
Critically examine a range of key strategic marketing terms within the context of the culinary
industry and the consequential impact for marketing products and services;
Evaluate the key elements of strategy and the relationship with the marketing environment
and responsible decision-making process;
Apply the different concepts and strategies within market segmentation, targeting and
positioning including the application of the marketing mix.
Assessment Content
Critically examine the environment and consider how culinary entrepreneurs can adopt and adapt
their strategies to meet new market challenges and opportunities within the culinary industry.
You can consider an existing business or plan the marketing strategy for your future F&B company.
Weighting: 100 %
Assesses Learning Outcomes: 1, 2 and 3
Submission Deadline: Week 10 for the final essay
3
Sensitivity: Internal
The Individual Essay should comprise of the following key components:
• Critical review of the culinary industry environmental forces (at least 10 credible literature
sources); Choose one or two techniques of the market analysis:
PESTEL
Customer Description
Competition
• Practical implications for the culinary organisation (in the case of the existing business
models or those that could be developed in the future); choose 2 techniques among the following:
Business Model of the business and Value Proposition
Marketing Mix (Product/Service, Price, Place, Promotion, People, Process, Physical Facilities)
SWOT
Marketing Strategy and its adaptation to the changes in the environmental forces
Conclusion (summary of the key outcomes)
Reflection (individual reflection on the project development process; not included to the
word count)
• Reference list (using only reliable sources in Harvard reference style).
If references do not appear in the main text and they are missing either from the main body or from
the list, you will receive half the points assuming that the rest is correct. Wikipedia and other non-
academic, non-professional sources will be marked down.
Structure of the essay. The Individual Essay should contain title page, introduction, main text,
conclusion, reflection, references, appendix (if necessary).
Formative Assessment: Each Individual Essay should be supported with the small presentation (10
min) during Week 10 that covers the main outcomes of the project. Each presentation will be
followed with the Q&A session (10 min) and the questionnaire on the projects in the class. 

Scenario: In assignment 2, as a marketing consultant, you have provided a situational analysis of your chosen company. In that assessment, you developed a great understanding of the current Australian marketplace for travel-related products and identified potential weaknesses/threats that need to be addressed and opportunities to capitalise on for your brand in this industry.
For this assignment, you are tasked to design a new product (or service) or upgrade to an existing product (or service) for your chosen brand/company. It can be either one of these 3 categories: 1) new-to-world products 2) Improvement/revisions of existing products (Revision to existing product’s formula, design, packaging, product line extension, brand extension). 3) Service Innovation (completely new service or product-service hybrids) . You are required to identify which of these 3 categories your new product idea is grouped under. You will demonstrate a strong understanding of all the marketing principles that we have engaged with over the course of the unit, and you will then produce a well-researched justification for your new product innovation. 
Step 1: Select from the following two companies (note: it is strongly encouraged that you used the same brand as assignment 2, but it is up to you!)
Adventure World: is Western Australia’s only hybrid Theme Park/Water Park. Adventure World is conveniently located adjacent to stunning Bibra Lake, which is 25 minutes’ drive from City of Perth and 10 minutes’s drive from the port City of Fremantle. It is well connected by public transport from these Western Australian arrival points and tourist hubs.
Step 2: Once you have chosen your company, you will then proceed to do desk research and acquire both industry and academic sources to develop your new product for one of the two companies chosen above. This is an extension of assignment 2, the PESTELE and SWOT analysis of your company that you have done should help you form the rationale for your new product proposal (it should make sense why you are proposing this particular new product idea).  (Hint: Your new product idea should be aligned with your company’s mission and vision, based on the strength(s) of your company, address weaknesses and threats, and capitalise on potential opportunities to help improve your brand. It should address a gap in the market (or an underserved market).
Please use a combination of these sources to support your discussion (not an exhaustive list):
Academic sources (e.g., journal articles, conference papers, case studies and textbooks)
Industry/government databases and reports (e.g., IBISWorld, Australian Bureau of Statistics (ABS), company’s official websites,
Media (news articles (7/9 news, ABC news, Australian Financial Review, Guardian, Wallstreet journals etc.). Social media sources on brand/product reviews/ ratings are also acceptable. However, do not overuse it as these sources are often based on “personal opinions” rather than “expert opinions”.
Step 3: You will then proceed to put together a comprehensive and well-researched business plan for submission. 
Important Information:
The word limit is 2500 words so you should manage your word count appropriately.
You will need to reference all facts and support your arguments with justifications from credible sources, such as journal articles, industry publications and academic textbooks.
The required format is 12-point font in either Arial or Times New Roman with 1.5 line spacing.
please refer to the attached document for the assignment 2 referals.

Part1
My major is marketing What Job/business would you like to take up after you have completed your studies?
Write in detail the skills and education you need for your future
Job/business.
Also write how you will achieve and develop these skills to succeed in your future job or business.
(200-250 words)
Part 2
Case Study Samples – You will be provided with 2 Case Study Samples on MEC Learn and you have to answer the questions based on the case studies.
For the first case study the file will be attached.
Portfolio-PART 2-Journal Article-Exercise 1
Q1. What is purpose of this research?
Q2. What method was used by the authors for data collection?
Q3. What are main findings of this research?
Q4. What is your evaluation of this research article?
Portfolio-PART 2-Case study 2
https://www.econstor.eu/bitstream/10419/86096/1/03…
Read the above case study and answer the questions given below about the case study
Q1. What is purpose of this research?
Q2. What method was used by the authors for data collection?
Q3. What are main findings/conclusion of this research?
Q4. Write some important information mentioned in the article about ‘Determinants of success in Business’
Q4. What is your evaluation of this research article?

Need 15 single spaced paper with 5-7 PP Slides summarizing essay. The topic I chose was a coffee shop In Finland Named “The daily grind”.
I have attaced instructions and rubic of essay and PP, and I have also included a 2 page reference essay that I started.

As a marketer of dukes cannon, who would be your target market?
Create a differentiation strategy that would lead to a competitive advantage.
List some features of the product you identified above.
Discuss all three levels from chapter 8 principles of marketing. relating to that same product. What is the marketing implication of your list of features of the product versus the three levels of product analysis?
At what stage of the PLC is this product? Discuss how the marketing mix changes based on the stage of the PLC.

GROUP REPORT (PROPOSAL) – 10%
Using the template provided, you will create five slides (not including title slide and appendices)
comprising the following areas:
● Slide 1: Identify the product or service that you want to focus on, and the background of the
company
● Slide 2: Rationale for choosing this product or service
● Slides 3 and 4: Situational analysis of the company (include any secondary research in the
appendices)
● Slide 5: Promotional objective of the integrated marketing campaign and the target market 
GROUP REPORT (FINAL) – 50%
SUBMISSION REQUIREMENTS
1. The written report should be an expansion of the proposal. It must consist of the following
sections:
a. Executive Summary (a holistic overview of your integrated marketing campaign)
b. Company Background (briefly describe the organisation and the product/service that your
campaign focuses on)
c. Situational Analysis
d. Segmentation, target market and positioning
e. Promotional goals, objectives and strategy of three-month marketing campaign
f. Barriers, Benefits, Competition
g. Monitoring and Evaluation
h. Conclusion
2. The report should be typed in Arial, 12-point font, with 1.5 line spacing. Conventional margins as
per Microsoft Word default should be employed.
3. The total number of words should not exceed 2000 words. This does not include any references
or appendices, which can be used to incorporate materials that are better placed separated of the
main body of the report. 

Mini-Case How to Design an Attractive Wearable
A large electronics manufacturer wishes to issue a new “wearable” like a Fitbit or an Apple Watch. It will essentially be a wearable smartphone that can capture exercise efforts and heart rates, and of course offer the usual phone capabilities of placing calls, playing video games, online e-commerce and Web access, credit card or bank debit payment at local retailers, and of course grabbing GPS information to provide mapping and travel and entertainment recommendations. Other wearables are moving toward this merging of a simple wearable and a smart phone functionality, but this manufacturer wants to lead the efforts and come out ahead in providing still more services.
Wearables vary in many ways, including their appearance. Initially, the brand management team proposed to issue a design that looked like a very small smartphone to be worn as a wristwatch. On the one hand, the team recognized that maybe that wasn’t a good idea because the Apple Watch already looks like that, and yet on the other hand, there are worse things than to possibly be confused with an Apple.
Alternatively, the wearable could be designed as a small headband with earbuds like music headphones or speakers. (There was a third option that was considered for the wearable units to be an add-on to glasses, but the team was concerned that doing so would be difficult, if Google Glass has been developing such a thing and it hasn’t yet taken off. So the glasses idea was put aside.) While the earbuds had the advantage over the wristwatch of not looking like Apple, early prototypes suggested that while it was good at capturing GPS, it wasn’t as versatile in supporting multiple apps, and it wasn’t as precise as exercise (step) counters (e.g., the head didn’t move as distinctly as the user’s wrist while walking). At this point, the brand team wasn’t sure how to go forward in choosing the design to launch the ideal product.
Regarding pricing, the company wants to create the wearable such that it will make money with the purchase of the unit, of course, but that it will also make money as its customers use it, leasing various services, again, more like a phone with data and call plans, and something that Fitbit subscriptions and the Apple Watch (in coordination with Apples iPhones) are providing. In addition, the company would like to capture data about the customers’ profiles, in terms of their activities, spending patterns, and so on to further strengthen its own recommendation algorithms.
Given the still relative novelty of wearable units, the company thought it should charge on the high end, about $500, maybe even instituting a small annual fee. To get supplementary data, they thought they’d issue periodic surveys, about once a month, via the unit or the consumer’s email.
The youngest marketer, newest to the team, asked, “Well, that’s good for us, but how is it attractive to our customers? Why would they want this unit—when there are plenty of others out there?” One older manager shot out a withering look. Well, that’ll teach someone who is less experienced from speaking up in the meeting. But the senior-most manager spoke up and said, “Well, you’re right, we’re only looking at it from our point of view. What would this wearable look like that our customers would want—and that can be profitable to us?”
What would help these marketers? What steps could they take to design a wearable that would be both optimally appealing to its customers (and perhaps attract new customers), as well as optimally profitable?
There were many possibilities: Should the unit look like a small smartphone wristwatch or a small headband with earbuds? Should the apps be accessed by touch only or should the apps also be voice-activated? Should there be an annual licensing fee? Should they allow co-branding with affiliations (e.g., a professional sports team or one’s college alma mater)? Which features should be recommended as the unit is designed?
This electronics firm has little experience in marketing research as well, so the older managers were uncertain as to how to proceed. One mentioned a focus group, another suggested an ethnography, and a third mentioned surveys. The information that is sought, as well as the method by which the information would be obtained, are both to be determined. Naturally, the company wants to roll out the new wearable as soon as possible, so while the research project could be well funded, the team would face time pressure and would have to be judicious in their choice of research avenues.
Case Discussion Questions
A lot of other wearables focus on counting steps or enabling apps. Is that what this group should design, so as to be seen as a legitimate competitor and not confuse customers, or should they design something different to be seen as innovative?
Are all team members on this brand project a good proxy for their customers? Which team members have life or work experiences that might resemble those of the target customers, and are we listening to them (those team members, and those target customers)?
What additional information would be helpful to strengthen a recommendation?
How would that information best be obtained?

Services Marketing Positioning Discussion
1. Identify 1 Service related to Travel. 2.What specific service problem does the travel service overcome for the customer? What are the service attributes?
3. How does this service Position (create an image in the consumer’s mind) itself? If you were going to create a positioning statement, what would it be?
4. What is unique about this service compared to the competitors? How does their positioning help create differentiation of their product in the market? (Be specific)
5. Include a specific advertisement, direct marketing, a social media post, press release, etc… that demonstrates their positioning. How does this ad emphasize the positioning of the travel service? Point out specific attributes of the ad that demonstrate the positioning discussed. (Be specific)