International Consumer Behaviour Assessment Task 2 Report Parts 2 and 3: Consumer Analysis and Adaption Plan Brief

Brief

This assessment is one report split into two distinct tasks. You are to choose one of the following locally based companies and look to take the company to another country by adapting it using the theories of consumer behavior. You are free to choose the country of destination that you are going to, but it is advisable to do some research before making a final choice so you know it is viable. Some students tend to have a habit of simply picking their home country and whilst this is possible, it is not always the choice which has the best evidence base.

You may choose one of the two companies below, please do not contact the companies directly, they are not involved in the assessment process and are simply being used as a case study.

Task 2 – Report Parts 2 and 3: Consumer Analysis and Adaption Plan

This section is a continuation from the last part of the report - you should hand in the first part but please do not make corrections - it will not be marked and is only there for tutor reference. 

Report Part 2 - The Consumer (approx.  1750 words)

In this section you should provide an in-depth study of the target consumers in this market, including relevant aspects of their consumer behaviour, such as:

Buying Roles, Decision Making Process, Self-Concept, Motivation, Perception etc. You should make use of at least 4 different consumer behaviour topics, one of these must include a consideration of culture. Make sure you examine the implications of theory to your company from the outset - e.g. what does it mean for you? What are the implications for your company?
(*Please do not assume that 1 theory is equal to one topic, you should be looking at a broad variety of ideas within one topic area. For example, motivation to purchase could consist of many different ideas and perspectives)

Report Part 3: Plan to launch the product (approx. 1000 words)

Based on your understanding of consumer behaviour in the market, propose a marketing communication plan to launch the product. The recommendations should be closely linked to the consumer behaviour analysis, for the target audience and take care of the cultural differences.  The plan should focus on branding, message and tones, choice of media, advertising campaign and other communication tools.  

It should be noted that you can use any elements of the Marketing Mix for this section however you are not expected to use all four elements. You could just focus on promotion or use any element that you deem relevant. It should clearly link to the previous section on consumer behaviour i.e. what will you show/do that will link to culture, motivation, self-concept etc…?