rmit bsbmkg517 integrated analytical project part b marketing strategy

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). 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). 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 Apples marketing strategy and describe how the profiles of Beats by Dres market segments fits into Apples Marketing Strategy requirements. Describe how the completed profile meets the organisational requirements of Beats by Dre and how this should best be presented. 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.

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