MPK732 - Marketing Management - Business Situation Analysis - SWOT Analysis - Skincare Product Case Study - Management Assignment Help

Assignment Task

Hypothetical Scenario: The management of Biolage R.A.W. is considering expanding its professional natural haircare brand to include a natural and sustainable skincare product range (moisturiser, cleanser, exfoliator, face serum, face oil, toner, face mask, eye and lip cream) exclusively targeted at the Australian, Indian or Chinese market  in 2021.

Question 1
a) Before making a final decision on introducing the exclusive natural and sustainable skincare product range into the Australian, Indian or Chinese market, the marketing manager for Biolage R.A.W. needs to undertake an analysis of its business situation AND any significant opportunities or concerns (problems) with entering the Australian, Indian or Chinese market. Using the 5Cs framework AND a SWOT analysis, summarise Biolage R.A.W. business situation. Justify your analysis with evidence at the time of the case, knowledge of marketing theory or other relevant evidence to support your discussion.
b) Experts believe one trend to emerge globally from the COVID-19 pandemic is consumers increase in the consumption of environmentally-friendly, natural and sustainable products. Do you believe COVID-19 has changed long-term consumer product choice and shopping behaviour? Justify your analysis with evidence from the case, knowledge of marketing theory or other relevant evidence to support your discussion.

Question 2
a) For the Australian, Indian or Chinese market, identify two (2) potential market segments that Biolage R.A.W. should target with their exclusive natural and sustainable skincare product range. Use your understanding of market segmentation theory and any relevant evidence to support your recommendations.
b) For one (1) of your potential market segments in Question 2a, create a buyer persona describing the segment profile. Develop a positioning statement for the Biolage R.A.W brand that will tap into the segment’s core values and maintain Biolage R.A.W’s strong sustainability principles. Use evidence from the case and knowledge of marketing theory to support your recommended buyer persona and positioning statement, where applicable.

Question 3
For your market segment/buyer persona from Question 2b, propose a marketing program for the exclusive natural and sustainable skincare product range to be introduced in 2021 that supports your positioning statement. In your response, you must address all elements of the marketing mix (the 4Ps), the main outcomes/objectives expected and at least one metric for measuring each marketing mix strategy. Finally, recommend whether you support Biolage R.A.W in its proposal to introduce the exclusive natural and sustainable skincare product range to either the Australian, Indian or Chinese market. Justify your recommendations with marketing theories and relevant evidence, where applicable.

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