Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of...

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This assessment is a culmination piece, in which you will be given an opportunity to combine the information you have accumulated in Assessments 1 and 2. More importantly, you will need to showcase an understanding of marketing issues related to consumer behaviours such as attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes. The Task: Based


Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Information 3 Subject Code: MBA404 Subject Name: Consumer Behaviour and Marketing Psychology Assessment Title: Length: Individual Report 2000 words (+/- 10% allowable range) Weighting: 40% Total Marks: Submission: 100 Online via Turnitin Due Date: Week 13 . Assessment Description . This assessment is a culmination piece, in which you will be given an opportunity to combine the information you have accumulated in Assessments 1 and 2. More importantly, you will need to showcase an understanding of marketing issues related to consumer behaviours such as attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes. The Task: Based on the scenario below, you are required to write a 2000-word report. In this report, you must demonstrate an understanding and application of various consumer behaviour concepts and theories by analysing the facts gathered from the video and the survey, and present strategic recommendations. You will be required to incorporate recent peer-reviewed literature in order to justify your proposed recommendations. Scenario: Imagine that you have just been employed by the company of your chosen product or service that you analysed in your earlier assessments. You have been asked to prepare a report in which you must critically analyse the company’s current marketing strategy and marketing communication mix and its alignment to your findings in assessment 1 and 2. More specifically, you will need to determine if identified consumer behavioural factors in previous assessments align with the company’s current marketing focus. Based on your analysis, you are also required to provide at least three strategic recommendations to the board of directors, along with reasons for recommending further improvements, all of which must be based on scholarly sources. Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Format The paper is to be presented in a professional report format and cannot exceed 2000 words. In all of the responses, whilst your views are important and must be shared, you must cite consumer behaviour theory to support your position. Your report MUST follow this professional structure: Table of Contents Table of Figures (optional) Executive Summary (1 page long, no more or less) Selected Product or Service Overview (250 words) Critical Analysis (1150 words) Strategic Recommendations (600 words) that are logical and feasible. Appendices (optional) Reference List NB: Title page, Table of Contents, Table of Figures, Executive Summary, Reference List & Appendices do not count towards the word limit of your analysis In addition to your video and survey results, you are also required to use at least 15 sources of information that are referenced in adherence to Kaplan Harvard Referencing Style. These may include government publications, industry reports, and journal articles. Please note that Wikipedia and other ‘popular’ or non-academic sources are not to be used. Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assignment Submission This file must be submitted as a ‘Word’ or ‘PDF’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is an issue with the submitted file. In this case, you must contact your lecturer via email and provide a brief description of the issue and a screenshot of the Turnitin error message. You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties. Late assignment submission penalties Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy. Number of days Penalty 1* - 9 days 5% per day for each calendar day late deducted from the total marks available 10 - 14 days 50% deducted from the total marks available. After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted, and the student will receive a mark of zero for the assignment(s). Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students *Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penalty For more information, please read the full policy via https://www.kbs.edu.au/wp- content/uploads/2016/07/KBS_FORM_Assessment-Policy_MAR2018_FA.pdf. https://www.kbs.edu.au/wp-content/uploads/2016/07/KBS_FORM_Assessment-Policy_MAR2018_FA.pdf https://www.kbs.edu.au/wp-content/uploads/2016/07/KBS_FORM_Assessment-Policy_MAR2018_FA.pdf Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Important Study Information Academic Integrity Policy KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy. For details on academic integrity policies and penalties, the reassessment process, and the appeals process, please refer to http://www.kbs.edu.au/current-students/student-policies/. Word Limits for Written Assessments Submissions that exceed the word count by more than 10% will cease to be marked from the point at which that limit is exceeded. Study Assistance Students may seek study assistance from their local Academic Success Centre representative or refer to the study help on the MyKBS Academic Success Centre page. You can find this by clicking on the top page toolbar: My Services>Academic Success Centre>Study Support Resources http://www.kbs.edu.au/current-students/student-policies/ COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. BA404 Assessment Marking Rubric – Individual Report 40% Marking Criteria NN (Fail) 0 – 49% P (Pass) 50 – 64% CR (Credit) 65 – 74% DN (Distinction) 75 – 84% HD (High Distinction) 85 – 100% Critical Analysis of Identified Issues /20 marks Your analysis lacks depth, and your interpretation is not relevant. You briefly analyse some of the issues, and your interpretation is not always relevant. You sufficiently analyse most of the issues, and your interpretation is well structured. You thoroughly analyse and interpret the issues articulately. You critically analyse and interpret the issues articulately and convincingly. Theory comprehension and application /10 marks Your analysis identifies and applies minimal or none of the relevant MBA404 theories and concepts. Your analysis identifies and applies the basic MBA404 theories and concepts. Your analysis identifies and applies some of the MBA404 theories and concepts. Your analysis identifies and applies many of the relevant MBA404 theories and concepts. Your analysis clearly identifies and applies all of the relevant MBA404 theories and concepts and does so convincingly. Strategic Recommendations /30 marks The quality of your recommendations is poor and/or incoherent. You have drawn some useful recommendations although a more comprehensive analysis of the scenario would have been helpful. You have drawn mostly useful recommendations.
Answered Same DayMay 29, 2021MBA404

Answer To: Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been...

Aashika answered on Jun 05 2021
148 Votes
Consumer Behavior and Marketing Psychology
Consumer Behavior and Marketing Psychology
Contents
Product Overview:    1
Critical Analysis:    2
The master brand:    2
Pricing Strategy of Kelvinator:    2
1. Skimming Pricing:    2
2. Competitive Pricing:    2
Placing in Kelvinator Marketing Strategy:    3
Promotion strategy of Kelvinator:    3
Sponsorship:    3
Advertising:    4
Corporate Partnership:    4
Interpretation:    4
Strategic Recommendations:    4
a) Localized Marketing:    4
b) In
creased focus on B2B:    4
c) Seek Feedback:    5
Executive Summary
The entire discussion of the report revolves around the marketing strategy of Kelvinator air conditioners. In the first segment, the brief about the company has given on what the company is into, what are the products of the company. The business proposition of the company has been discussed in detail. The next segment is the most important segment of the entire report where the current marketing strategy of the company has been talked in the detail. Firstly, Kelvinator as the master brand has been talked about. Then the marketing mix of the company has been talked about and then pricing strategy of the company has been talked in detail. Further, placing in the marketing strategy has been talked about. Next, the various promotions techniques of the company have been discussed. Then another four aspects of the company has been talked about which are: sponsorship, partnership, corporate tie ups and then advertising has been discussed in detail. Lastly, a brief interpretation about the overall marketing strategy has been given in detail. In other words, how is the overall marketing by the company? Lastly, certain recommendations are given in order to improve their marketing strategy. The first recommendation is to adopt the localized marketing strategy by the company, then recommendation is to increase the focus on the B2B rather than concentrating the efforts on B2C and lastly, the advice to seek the feedback is given in order to alter the marketing strategy with the changing needs.
Product Overview:
In this report, the discussion is going to revolve around Kelvinator air conditioners. The company has well known brand in the market, but still it is considered as a small player in the Australian market. The product comes in many varieties which are different from each other in shape and size with starting capacity from 2.5 KW to 8.0 KW. It covers all the requirements when one can sit in a small room to a very large hall. Both in terms of product efficiency and energy efficiency, the brand Kelvinator is known for its durability, sustainability and energy efficiency. Currently, the brand comes in two models like any other company which are split AC’s and Window AC’s which are quite different from each other in terms of design and use. Hence, the choice of the product varies according to the utility of the person. The cost of product varies according to the capacity and the type of the product, but it starts from $ 610 to $ 3000 which is not just the cost of the product but it also covers free installation and maintenance for period of five years. Now coming to the most important concern in relation of the air quality, Australian government has set the norms in order to clearly indicate the preventive measures which are required from the end of the company in order to maintain the air standards of the country. The company sells the products via different channels both online as well as offline mediums.
Critical Analysis:
It was not long ago, when Kelvinator was not as famous and valuable as it is today. But currently, it is giving competition of all the established brands in the industry which can be much attributed to the marketing strategy of the company. It is one of the most trusted brands in the category of electronic appliances. Some of the marketing strategies adopted by the company are as follows:
The master brand:
By master brand, one means to give the customers what they are actually looking in terms of the product specifications. In other words, to upgrade the specifications of the product with the requirements of the customer change (to re-define the technology of the product constantly). It can be said that Kelvinator has never failed to keep the technology ahead of the market, it has around 322 different brands of the air conditioners in order to match the needs of each of the customer. The company invests around 9 percent of the total budget in research and development in order to constantly improve and provide the best to the customers. Marketing mix of Kelvinator:
With its constant innovation in the quality of the products provided by the company, the company has...
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