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BSBMKG517 Integrated Analytical Project

Summary and Purpose of Assessment

There are a total of two (2) assessment tasks you need to complete for this unit. This is assessment task one (1) of 2 (two) that you need to complete satisfactorily, in order to be deemed competent for this unit. This assessment is to be completed individually.

This assessment task requires you to demonstrate competency and knowledge in assessing current consumer interest and to confirm a target market. The task has two parts:

1. Part A is all about providing critical thinking, and
2. Part B is to conduct a market analysis.

For both Parts (A and B) of this assessment task, you will need to answer a series of questions. To answer these questions, you will need to refer to the “Beats by Dre” electronics brand case study (see Appendix 1 for more information).

Your trainer will provide you with a copy of the case study. Alternatively, you can access it via the link below: https://brandmarketingblog.com/articles/good-branding/lifestyle-brand-case-study-beats-by-dre/ Additional notes:

• You may be required to perform their own research and access information about the “Beats by Dre” electronics brand to support their answers in this task.
• Useful information is widely available via numerous websites such as: https://www.beatsbydre.com/au/headphones

You must acknowledge all the sources of information used in their work using a referencing style such as Harvard or APA, RMIT library has this guide for your use https://www.lib.rmit.edu.au/easy-cite/

Assessment Instructions

What

• Trainer to provide students with a case study based on a marketing plan for the “Beats by Dre” brand.
• You must complete both Parts – A and B of this assessment task.
• You must answer all nine (9) questions, comprising of: o 5 questions in part A, and 4 Questions in part B

Part A – Assess current level of consumer interest for “Beats by Dre” Brand 

The following questions relate to identifying and assessing consumer interest of a target market for the case study “Beats by Dre”.

For this assessment task one-part A, you will need to answer all of the following five (5) questions and relate your answer to both an international marketing setting (I.e. United States of America) and domestic setting (Australia).

1. Investigate audiophile or “hi-fi enthusiast” consumer need for the Premium Over-Ear Headphones product “Beats by Dre” brand.

Provide a brief summary of trends and past performance of the product in the USA and Australia. Did the information suggest there was a need for the product? If so, why? Students are to include in their answers, details of the quantitative and qualitative information or data sources you accessed (200-400 words).

2. Explore the past marketing activities of “Beats by Dre” products. Look into any plans, strategies and campaigns you can access and describe the effectiveness in terms of focus of appeal, e.g. how they reach their target audience and persuade them to buy.

Research Apple’s marketing strategy and describe how the profiles of Beats by Dre’s market segments fits into Apple’s Marketing Strategy requirements. Describe how the completed profile meets the organisational requirements of “Beats by Dre” and how this should best be presented.

3. Explore the different influences that may affect the target market purchasing behaviour for “Beats by Dre” products or services.

Assess at least three (3) individual, social and cultural influences on consumer behaviour and, in your own words, suggest a reason how each one can impact the “Beats by Dre” brands products or services.

4. Assess how lifestyle influences like can impact on consumer behaviour. Estimate how consumer lifestyle influences such as a person’s aspirations, interests and their leisure activities can impact on “Beats by Dre” products.
5. Referring to the marketing plan (Appendix 2), give at least two (2) examples and assess how organisational behaviour can impact on the “Beats by Dre” brand.
6. Assess how lifestyle influences like can impact on consumer behaviour. Estimate how consumer lifestyle influences such as a person’s aspirations, interests and their leisure activities can impact on “Beats by Dre” products.
7. Referring to the marketing plan (Appendix 2), give at least two (2) examples and assess how organisational behaviour can impact on the “Beats by Dre” brand.

Part B: Confirm target market for “Beats by Dre” Brand in Australia and in the USA

The following questions relate to confirming the target market for the “Beats by Dre” brand. For this assessment task one-Part B, you must answer all of the following four (4) questions in their own words.

Note: You will need to refer to the marketing plan for “Beats by Dre” (Appendix 2) to help answer Questions 1 and 2.

1. Identify the overall market for “Beat by Dre” headphones and describe one market segment using demographics, psychographics, lifestyles factors and behavioural traits as the basis for the segmentation.
2. Identify at least two (2) key features of “Beats by Dre” headphones.
3. Identify and describe at least two (2) key aspects of culture that may affect the international marketing of “Beats by Dre” products within the target market identified in Question 1 above, e.g. usual purchasers in families, values and beliefs etc.
4. Identify at least two (2) consumer attributes targeted by “Beats by Dre” products in the USA as per the market segment outlined above in Question 1 and how this relates to the overall market profile.