Marketing report

This project is aimed at enabling you with the ability to identify, document, analyse and evaluate marketing insights and apply this to make recommendations to a business.

The setting: You have been approached by a start-up that has the aim to tap into the health and wellness trend and take organic and heathy food to the masses in the Australian market. The retailer is looking to disrupt the food industry in developing their new store network. They will likely start with store(s) in Melbourne. 

Note: The above details in the setting section indicate that your client is a retailer and has a store, or stores, and operates in Health Food. You can make any other assumptions you like about the products they sell, but you should not need to make assumptions beyond what you know here. 

Report structure: In this report you are required to address and report on the following sections. You can use the below points 1-5 as an outline for your report structure. It will be necessary to include a (a) cover page with your details and (b) reference list in APA format.

1. Background to market (15%)

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Define the market

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Who are the competitors, both in a local radius and online

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What are the drivers behind consumption and how has consumption shifted in recent years.

2. Market Analysis (20%)

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You will need to analyse the current Melbourne market

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Determine where you would suggest the store locate, providing a clear rationale as well as any pros and cons

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Ascertain any supporting evidence from any secondary data sources (i.e. ABS data on household consumption of geographic information)

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You could conduct your own primary research (which may be as simple as mapping current store location and spread in certain suburbs or something else from the research toolkit we have discussed)

3. Market Forecast (25%)

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Provide a view of ‘where the retail category is now’, drawing on historical data (i.e. market, ABS, industry data)

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Provide a view of where the retail category is likely to move between now and the next 3 years (drawing on data from insight/ trend resources, i.e. LSN Global) 

4. Consumer Trends (15%)

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What consumer behaviour trends are important for this retailer to consider?

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What are they, how do they impact the retailer?

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What are the implications of these trends on the brand?

5. Beyond the brief (15%)

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Think outside the box, what (beyond) the client brief might be worthwhile for consideration?

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You may have stumbled upon some interesting trends in your research or on sources like LSN Global. Be creative, what will make this business succeed in the marketplace?

6. Presenting and Visualising insights (10%)

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Recall our lesson on the importance of presenting and visualising insights.

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Provide a visually engaging and concise report

Format requirements

You are encouraged to develop an insightful, engaging and thought-provoking report. There are no strict requirements on how to present or deliver your report, but marks will be provided for innovative and engaging reports that go beyond the basics on ‘just meeting’ the requirements on the report.

 

APA reference format is required. 

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