HC1082 Marketing Homework- Holmes Insitute
Length: 3000 words.
Purpose
• Evaluate theoretical and practical knowledge of Marketing
• Analyse marketing issues and strategies using core marketing concepts
• Apply theoretical and practical knowledge of Marketing in the diagnosis of Product/s issues and demonstrate an understanding of the of the different marketing concepts.
Task Criteria: There are two parts to this homework.
Part A: Analysis of Mini Case (must demonstrate understanding of the theories or concepts in the case and their applications.
Part B: Critical Thinking. Must demonstrate critical thinking skills to develop a valid discussion and with supporting evidence to your chosen product and target markets.
Details of task requirements:
Part A:
Mini Case (video) Analysis of Market Segmentation, watch the YouTube video "Grilled Burger" ad and answer 2 questions below.
1. Explain the concept of Market Segmentation and describe at least three target markets on the i. "Grilled YouTube video"
2. Explain the concept of "Positioning" and discuss "Grilled Burger" positioning strategy on the video.
Part B: Theory and Application of Marketing mix (4Ps of Marketing: Product, Price, Promotion and Place).
1. Student to selects one product with 2 of target customer groups.
2. Discuss how 4Ps of Marketing Mix can be applied in particular group chosen and how value can be created in each of the marketing mix.
3. Give your justification for two groups customers that you selected for that product.
Note: Must only need to choose TWO target markets and ONE Product to discuss theory and application.
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Products
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Target Market
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Burger
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Middle-age White-Collar individuals (baby-boomers)
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Upper-middle class Seniors (age group 65 - 75 years old)
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Mid-sized care Sedan
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University students
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Millennials (21 and 28)
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Holiday Beach Resort Accommodation
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Trade persons (Generation Y)
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Teenage generation (ages between 13 and 17)
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Bath soap
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Single parents (Age 35 - 48)
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Generation Z (ages between 28 and 35)
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Running shoes
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Vegetarians
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Executives (Generation X - ages 39 to 59)
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The aim of the Homework
1. This task will assess the student's ability to analyse the marketing activities of a particular organisation, with a focus on analysing the target market and buying behaviour for a particular organisation. Students will be required to refer to some relevant theory from textbooks and other readings to show their understanding of the theory and apply in context. Provide at least one recent (last 12 months), original example to illustrate your understanding of the concept.
2. Must justify your discussion with relevant references. Must include at least a minimum of 6 academic and 4 industry references.
Part I: Discussion (800 words)
1. SEGMENTATION: Explain the concept of Market Segmentation and describe at least three target markets on the "Grilled YouTube video"
2. POSITIONING: Explain the concept of "Positioning" and discuss "Grilled Burger" positioning strategy on the video.
Part II: Discussion (1200 words)
1. Marketing Mix
a. Product
b. Price
c. Promotion
d. Place
2. Target Market
3. Distribution channels
4. Promotional communications and tools
Format your homework according to the give formatting requirements:
1. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the homework, the course title, the student's name, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.