Understanding Customers and Their Behaviour Individually Written Report: 100% of the overall module grade Word count

3000 words maximum Learning Outcomes Covered: 1, 2, 3, 4

Assignment Brief

Introduction This assignment assesses the overall module. It is an individually written report that consists of 3,000 words (10 % +/-). This word count excludes any attached appendices, title page and table of contents. Your report should ideally display an excellent level of analytical and evaluative skills as well a reflection of theory and its contextualisation to the intended scenario. The use of appropriate theories, models and concepts to analyse and evaluate the given scenarios is needed in order to provide a proper and sustainable answer. In order to further complete this report in a successful manner, you are advised to use an organisation of your choice (one that you are currently employed in, a previous work place or one that you can obtain relevant information with ease). Your report will consist of a certain amount of secondary research and a significant amount of primary research to support your answer. Any supporting documents that you choose to use to reinforce your answer, need to be attached at the end of the report as appendices, in order to equip the examiner with the required background knowledge on the information you have provided within the report. It is essential that all theories, concepts, models and industry examples are appropriately referenced using the Harvard System style in the bibliography. You are advised to cite only those that you have used within your answer. Finally, you are advice to pay attention to the wording in which the tasks have been presented to you, to ensure that you understand and address the requirement as a whole with minimal misinterpretations.

As the Business Development Manager of an organisation of your choice, you have been requested to produce a report to your CEO that encompasses the following aspects.

Task 1 1. Conduct a SWOT analysis to understand the organisations current position in the market in relation to its marketing functions

2. Use one of the key products/services offered by the organisation of and explain how three environmental variables and three physiological variables influence the potential customers decision making process in relation to the chosen product/service in its current market and in a potential foreign market

3. Explain how consumer behaviour has influenced the adaptation of the organisations marketing mix in relation to the product/service chosen in the above section.

Task 2 1. Assuming that the organisation intends expanding its roots to a foreign market, conduct an audit that reflects the following elements: Define marketing objectives that the organisation intends to achieve in its new geographical location and predict the extent to which the current marketing activities can be adapted to suit this scenario Identify and explain 2 theoretical concepts underpinning the globalisation process and identify with adequate justification the approach followed by the organisation of your choice Critically evaluate of the behavioural trends and patterns as well as the Macro Environmental factors that affect the consumer buying behaviour in its new geographical locations Explain how the following elements will affect the organisations international business management process: o International Human Resource Management o International marketing o International Logistics

Understanding Customers and their Behaviour

Assessment Criteria for Both Assessments

Grade

Criteria Has presented an answer with an outstanding result with a minimal number of errors Reflects an excellent level of knowledge and understanding of related models, theories and frameworks. Analytical techniques used are of high standards that display the required breadth and depth. Ability to apply models, theories and frameworks to interrelate and contextualise findings is of high standards. The analysis and interpretation of research related data, as well as the ability to use the data to reach acceptable and accurate conclusions is outstanding. Answers reflect independent thought and clarity with an overall focused and evaluative answer Has followed appropriate Harvard referencing in the bibliography.

70-100% Sufficient grades to award an overall pass mark

60-69%

The answer reflects an above average standard with errors. Reflects a good level of knowledge and understanding of related models, theories and frameworks. The use of analytical techniques is evident throughout the answer in a manner that reflects a very good level. Ability to apply models, theories and frameworks to interrelate and contextualise findings is of a good standard, however, is quite broad in certain instances. The analysis and interpretation of research related data, as well as the ability to use the data to reach acceptable and accurate conclusions is of a good standard. Answers reflect independent thought and clarity with an overall focused and evaluative answer. Nevertheless, does not reflect consistency at all levels. Has followed appropriate Harvard referencing in the bibliography.

50-59%

The answer reflects an above average standard with errors. Reflects a general level of sound knowledge and understanding of related models, theories and frameworks, though with notable errors. The use of analytical techniques is evident throughout the answer in a manner that reflects a very good level. Ability to apply models, theories and frameworks to interrelate and contextualise findings is of a reasonable level, however, the link between theory and practice projected through the presentation of findings has been restricted. Reflects more assumptions rather than valid arguments based on analysis of research data. However, has displayed sound interpretative and evaluative abilities. Answers reflect independent thought and clarity with an overall focused and evaluative answer. Nevertheless, does not reflect consistency at all levels. Relatively appropriate Harvard referencing is evident in the bibliography.

 43-49% Insufficient grades to award an overall pass mark

Displays several shortcomings throughout the answer. Reflects a limited level of knowledge and understanding of related models, theories and frameworks. The use of analytical techniques is also limited. The degree of accuracy and research abilities are somewhat limited and the interpretation and the application of findings reflect a superficial characteristic. A certain level of appropriateness is evident in Harvard referencing in the bibliography.

40-42%

Answer reflected is weak and lacks proper focus. Reflects a high level of poor grammar and spelling errors. Understanding of subject knowledge, related models, theories and frameworks is poor. Contextualisation, interpretation, and evaluation are of poor standard. The degree of accuracy and research abilities are somewhat limited and the interpretation and the application of findings reflect a superficial characteristic. Reflects basic level of Harvard referencing in the bibliography.

25-39%

Requires more work on overall answering skills. Very little evidence of appropriate subject knowledge has been reflected. The evidence of the use of appropriate models, theories and frameworks is quite poor. The analytical skills and contextualisation is almost non-existent. Answer produced has little relevance to the assignment briefs. The overall output is well below the required standard.

0-24%

Considerable amount of work is needed as the overall answer it quite weak and unacceptable.

Link of the requirements to the learning outcomes Requirement Task 1 1. Learning Outcome Level 5 Understand the psychological and environmental variables that influence consumer behaviour Learning Outcome Level 4 Principles of Marketing and International Business Management 8. Evaluate the position of a company within a market sector and identify the marketing Strengths, Weaknesses, Opportunities and Threats of the company.

4.

Conduct a SWOT analysis to understand the organisations current position in the market in relation to its marketing functions

2.

Understand the consumer decision making process

3. 5. Use one of the key products/services offered by the organisation of and explain how three environmental variables and three physiological variables influence the potential customers decision making process in relation to the chosen product/service in its current market and in a potential foreign market

Understand the relationship between consumer behaviour and the marketing concepts with regard to shaping the marketing activities.

4.

Understand and apply consumer behaviour to analyse the development and implementation of marketing activities.

6.

Explain how consumer behaviour has influenced the adaptation of the organisations marketing mix in relation to the product/service chosen in the above section. 1. Understand the psychological and environmental variables that influence consumer behaviour 1. Identify the key patterns and trends in international business activity

Task Two

2.

Assuming that the organisation intends expanding

its roots to a foreign market, conduct an audit that reflects the following elements: Define marketing objectives that the organisation intends to achieve in its new geographical location and predict the extent to which the current marketing activities can be adapted to suit this scenario Identify and explain 2 theoretical concepts underpinning the globalisation process and identify with adequate justification the approach followed by the organisation of your choice Critically evaluate of the behavioural trends and patterns as well as the Macro Environmental factors that affect the consumer buying behaviour in its new geographical locations Explain how the following elements will affect the organisations international business management process: o International Human Resource Management International marketing International Logistics

2.

Understand the consumer decision making process

2. Explain the theoretical underpinnings of the globalisation process.

3. Familiarize with the institutional framework which supports the globalisation process.

4. Critically evaluate some of the external influences on international business, such as the political, economic, cultural, ethical and legal frameworks

5. Evaluate possible internal firm responses to the external influences such as those involving various functional areas of international business management (e.g. international HRM, international marketing, international finance and accounts and international logistics)

o o

6. Apply the analytical underpinnings of international business to real world and case study situations in order to inform and direct international business decision making.

7. Understand the position of marketing in management of the modern firm

9. Define appropriate Objectives SMART in nature

10. Compile a forecast based on defined objectives

Understanding Customers and their Behaviour

Student Name: Student Number:

Assignment: Written Report

Work is assessed according to the assessment criteria
Task Comment Marks allocated Marks Received

Task 1

1.

Conduct a SWOT analysis to understand the organisations current position in the market.

07

It is imperative that candidates specifically focus on the marketing related activities when explaining the organisations position in the market

03

2.

Identify a key product or service offered by the organisations

Explain how three environmental variables influence the potential customers decision making process in relation to the chosen product/service

05

Explain how three physiological variables influence the potential customers decision making process in relation to the chosen product/service

07

Explanations should be made in relation to the current market and in a potential foreign market

07

3.

Explain how consumer behaviour has influenced the adaptation of the organisations marketing mix in relation to the product/service chosen in the

above section. 06

10

Task 2

Assuming that the organisation intends expanding its roots to a foreign market, conduct an audit that reflects the following elements:

Define marketing objectives that the organisation intends to achieve in its new geographical location

03

Predict the extent to which the current marketing activities can be adapted to suit this scenario. Adequate justification is required to obtain a promising mark 05

Identify and explain 2 theoretical concepts underpinning the globalisation process

Identify with adequate justification the approach followed by the organisation of your choice 04

Critically evaluate of the behavioural trends and patterns that affect the consumer buying behaviour in its new geographical locations 07 Critically evaluate the Macro Environmental factors that affect the consumer buying behaviour in its new geographical locations 10

 Explain how the following elements will affect the organisations international business management process: o International Human Resource Management o International marketing o International Logistics

10

06

Structure and presentation of work including use of Harvard referencing Total Overall comments:

10 100

Second markers comments:

First Marker:

Second Marker:

Agreed Mark: