Topic: Marketing Strategy

Order Description
There are many individual factors that can influence the behaviour of consumers (needs, motivations, personality, consumer perception, learning, involvement and consumer attitudes.

1. You are required to identify at least two individual influences that are relevant to the consumers of your firm or the firm you intend to work for (choose one product/service if more than one products/services are offered by your firm) and discuss, specifically to your firm, how the three social influences (culture, social class or reference groups) impact on the consumer purchase decision process.

2. Show how these two individual influences should be considered along with consumer decision making and experiences as discussed in chapter 10 or 11.

3. Drawing on the theories in chapters 5-11 discuss how marketers (in your organisation) can apply this understanding of individual influences on either consumer decision making or help implement social change or the the acceptance of new innovation, to improve/enhance your firm’s marketing strategies (4 Ps or 7 Ps, targeting, market segmentation, etc.).

Provide at least two or more conceptual/theoretical evidences and relevant examples (of your firm and in the marketplace) to support your discussion of each question (1-3).

Hints:
– As this is an academic writing, it is essential that your work is strongly underpinned by solid research, demonstrated understanding and application of consumer behaviour concepts.
– As a guide, use around 1000 words each to answer task 1 1,500 words for task 2 and around 1,500 words for task 3. Remember that you should define concepts or theories before any detailed discussion of them.

Please reference some theories from this textbook as well: Ling, Peter, D’Alessandro, Steven and Winzar, Hume (2015) Consumer Behaviour in Action, Oxford University Press, ISBN: 97080195525601

You are the Marketing Manager for M & M Mars Corporation – Dove Chocolates Division. You have been tasked with marketing a new entrant into the market place The product line you will be tasked to come up with a marketing plan for is the new “Chocolate Heaven” collection. The product line is liquor filled chocolates. The line includes candies filled with Drambuie, Amaretto, Grand Marnier, Cointreau and Frangelico. come up with a marketing plan and strategy for this Strategic Business Unit of M & M Mars. You will have to go to M & M Mars and get their corporate history, organizational structure, mission and vison to write this paper. Address and identify these interrelated items: (1) the overall scope and mission of the organization, (2) company goals and objectives, (3) a source of competitive advantage, (4) Definition of the objectives and competitive strategy of this SBU/a development strategy for future growth of the SBU, (5) the allocation of corporate resources to accomplish your goals, (6) synergy via the sharing of corporate resources, intangibles, or programs across businesses or product lines. (7) Relevance to success in the market place (8) Best practices (9) Examples (10) In-depth marketing plan for the product (11) targeting and segmenting your market for the new liquor filled chocolates. Remember your audience may be a board of directors with limited knowledge of marketing so you will have to educate them on the different avenues available to them and ultimately suggest a course of action. Include the following components in paper: