Role of a marketing consultant

Assignment Help Marketing Management

Reference no: EM133140244 , Length: word count:2400

Assignment - Consumer Behaviour

You are to assume the role of a marketing consultant. A new company that has recently established itself in Malaysia has approached you to assist them in making several marketing recommendations. The company wishes to penetrate the market but does not have sufficient knowledge of the local market. You are tasked to assist the client with identifying a target market and recommending marketing strategies.

2. You are required to select an organisation from any one of the following industries and identify their product lines:

Industry 1: Thrift Shops in Malaysia

Organisation name: OKGO

3. Identify a minimum of THREE segments that exist (within the context of Malaysia) and briefly explain each segment.

4. Select O NE segment as your target market and justify your selection.

5. Based on the selected segment, analyse the aspects of consumer behaviour that are critical to developing marketing strategies or making marketing decisions for your topic. Analysis should cover FOUR factors (a combination of psychological and social/cultural) influences on consumer buying behaviour. To conduct your analysis, you may rely on secondary information (websites, journals, books, newspaper articles). The
consumer behaviour analysis must be conducted based on local
market environment.

6. Give FIVE marketing recommendations for your selected target market based on the results of your analysis.

7. A brief conclusion.

Essay outline

1. Introduction od organisation

2. Identify a minimum of THREE segments that exist (within the context of Malaysia) and briefly explain each segment.

3. Select ONE segment as your target market and justify your selection.

4. Based on the selected segment, analyse the aspects of consumer behaviour that are critical to developing marketing strategies or making marketing decisions for your topic. Analysis should cover FOUR factors
(a combination of psychological and social/cultural) influences on consumer buying behaviour. To conduct your analysis, you may rely on secondary information (websites, journals, books, newspaper articles).
The consumer behaviour analysis must be conducted based on
local market environment.

5. Give FIVE marketing recommendations for your selected target market based on the results of your analysis.

6. A brief conclusion.

Reference no: EM133140244

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