MKTG1000 Discovering Marketing Bentley and FO Sem2 2023

MKTG1000 Discovering Marketing Bentley and FO Sem2 2023

Assessment scenario · You must answer all the questions of this assessment based on a selected AUSTRALIAN CHARITY or NGO (non-governmental organisation).

· Based on the CHARITY or NGO you selected, you will select a particular initiative that aims at raising the number of volunteers OR financial contributions to fund programs, cover operational expenses or raise awareness.

· You may use the following link to search for organisations that may be used in this Assessment. https://www.acnc.gov.au/charity/charities

Part 1- Charity / NGO Selection

1) What is your selected organization and initiative? Your selected NGO must operate on a LOCAL or NATIONAL level.

EXAMPLE (Students cannot use the same initiative)

Selected NGO: RSPCA Australia // Initiative: Million Paws Walk

2) Does this organisation address any of the United Nations (UN) 17 Sustainable Development goals (SDGs)? Justify. (max 200 words)(10 marks) UN SDGs: hhttps://sdgs.un.org/goals

PART 2- Application questions. You will address this part based on your PART 1 selection.

3- Conduct a SWOT analysis of the selected organsiation using Table 1. 

a. You may utilize a maximum of two pages in Times New Roman size 12pt (Margin 1.27 Top/bottom/right/left). 1.0 Line spacing

b. Please refer to the marking rubrics for more information

c. Information in RED may be deleted from your submission

4- Conduct a Segmentation Analysis of your selected initiative by completing Table 2 and addressing the issues listed below. 

•Provide an explicit profile of the primary target market by examining the specific characteristics in each of the broad segmentation variables (geographic, demographic, psychographic and behavioral) that are relevant to your selected ORGANISATION / initiative when raising contributions to fund programs, cover operational expenses or raising cause awareness.

•Explain HOW the characteristics you used to describe the primary target market is relevant to the selected initiative.

a. You may utilize a maximum of two pages Times New Roman size 12pt (Margin 1.27 Top/bottom/right/left)

b. Please refer to the marking rubrics for more information

c. Table- information in red may be deleted

5- Based on the SWOT (question 3) and segmentation (question 4) analyses you conducted, provide three recommendations of important aspects that should be considered in any of the 4ps of the selected initiative.

You must explicitly link the recommendations to a particular SWOT element and how the recommendations relate to your identified segment. 

Recommendation 1

How does it relate to your SWOT analysis? How does it relate to the target market? How is this recommendation related to any of the 4p’s? Provide details of the provided recommendation.

Recommendation 2

How does it relate to your SWOT analysis? How does it relate to the target market? How is this recommendation related to any of the 4p’s? Provide details of the provided recommendation.

Recommendation 3 

How does it relate to your SWOT analysis? How does it relate to the target market? How is this recommendation related to any of the 4p’s? Provide details of the provided recommendation.

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