Tasks
In order to address this task, the students are required to select a real life B2B product of
any company in Australia. It is recommended that the students select a product/company
that has websites so the lecturer is able to appreciate the report better. In addition, the
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Laureate International Universities 2016
students are required to validate the product and company to the lecturer. The product that
has been selected will be used for both assessment 1 & 2 to develop a marketing plan.
In this assessment (Assessment 1), the students are required to outline the situational
analysis and segmentation analysis. In addressing the tasks, the students are required to
use relevant theories/concepts learnt in this subject and relevant data/facts to show the
application of theories/concepts with the following tasks.
1. Describe the background of the product and company.
Aspects to consider could be the historical background of the
product/company and other relevant details to provide background analysis of
the product/company, such as brand, mission and vision.
2. Explain the product details.
This includes all aspects of the product, such as features, technical aspect of
the product, benefits to customers, varieties etc.
3. Analyse the relevant market situation that includes industry analysis, competitors and
market trends.
This includes macro analysis, such as political, economic, social and
technological.
The other elements to include could be competitors and other market trends.
4. Analyse the market segmentation of this product.
This includes the basis of segmentation of this product and selecting the
segment for this product with the rationale.
5. Explain the importance of relationships in this industry.
A comprehensive relationship management analysis should be included to
show the importance of relationship in this industry.
6. Explain the buying behaviour in this industry.
The explanation should include the buying process in this industry andrelevant factors affecting buying behaviour