Identify and analyse the internal and external factors that marketers of your chosen brand have used to influence their target consumers. You need to recommend marketing strategies and tactics to improve the consumer behaviour and experience based on your earlier analysis and the concepts and theories learned in the course. (BAEMIN)

1. Introduction (6pts)

Nature of company, key services/products, primary target market(s).

To describe the target market(s) for the chosen brand, you must identify the brand target segment(s) in

terms of relevant geographic, demographic, psychographic, and behavioral characteristics. Some

brands dont use all the above variables, so you only need to identify relevant variables. You can refer to

market research, case studies, and other reliable sources to get data about the target market(s).

2. External influences (6pts)

Cultural values

Analyze any 3 relevant cultural values or/and cross-culture variations the marketers use to influence

consumer behavior. If the company markets the product globally, how are marketing stimuli and the

product offering different from those in its home market?

Evaluate how the marketers have succeeded/failed to adapt their marketing strategy to reflect culturally

influences/differences in different markets (global market vs Vietnam market)

Choose 3 relevant cultural values from other-oriented, environment-oriented, and self-oriented values:

Cultural value 1 or cross-cultural variation

Cultural value 2 or cross-cultural variation

Cultural value 3 or cross-cultural variation

Group Influence

Analyze and evaluate strategies/tactics/stimuli the marketers apply to make full use of group influence to engage and persuade consumers to buy their product/brand.

Informational influence

Normative influence

Identification influence

3. Internal influences (6pts)

Motivation

Analyze and evaluate how the marketers apply motives to engage and persuade consumers to purchase

the product/brand from the store?

You can apply either Maslow's (Physiological needs, Safety needs, Social needs, Ego needs, and Self-

actualization needs) or McGuire (16 Cognitive and Affective motives).

Attitude

Analyze and evaluate how the marketers apply different strategies/tactics/stimuli to change consumer

attitude toward the product/brand/store? Attitude-change strategies:

Change cognitive component

Change effective component

Change behavioral component

4. Recommendations for the future of the company (6pts)

Make two recommendations on how the company could improve consumer experience toward the chosen product, based on your analysis.

Good tips: Identify two weaknesses in the marketing practice from the above analysis and evaluation, then

make recommendations with justification from market research and academic sources.