Assessment 2 “ Market Research Report
Submit a Market Research Report covering the Steps below:
The report is to follow this format:
· Title Page
· Table of Contents
· Executive Summary
· Introduction/Purpose of the report
There is no specific word limit Step 1
· Identify some of the macro-environmental forces affecting the marketing programs of:
a) fast-food restaurants
b) training colleges
c) local nightclubs
d) internet companies
e) national events
· Present your research in the following table:
Fast food restaurants
The Macro-environmental Forces are:
o Economic conditions
o Social and culture forces
o Political and legal forces
· It is important that you explain why the industry would be affected by the specific Macro-environmental Forces that you have listed
· Choose one of the above industries and name and describe one organisation that competes in that industry. An example for the fast food restaurants could be KFC.
· Your organisation may be Australian or an International organisation which sees the Australian market as an opportunity and proposes to operate in this country.
· Conduct research on this organisation and summarise its background, mission/objectives (if stated), and market positioning.
· Market positioning may be best described by answering the following questions:
o who you are?
o what business you”re in?
o for whom (what people do you serve)?
o what”s needed by the market you serve?
o against whom do you compete?
o what”s different about your business?
o what unique benefit is derived from your product or services? Step 3
· Research the number of places the organisation/franchise is currently established.
· Research the number of competitors in the same market and identify who is their major competitor.
· Research potential new markets where the business can grow.
· Type of questions to consider:
o Where is the population growing?
o At what locality will they need this kind of product or service?
o How many competitors are there?
· Identify two creative approaches the organisation could use to capture new customers that the organisation is not currently doing at the moment.
· For example: new packaging arrangement or method of promotion, or new type of product. Describe your creative approach in how it will meet a targeted market. You may also consider drawing your creation (for those who may do new packaging).
· Describe this innovative approach and how it will contribute to the business.
· Refer to page 61 on marketing related Australian legislation (obtained from Study Smart) and identify at least three types of marketing legislation that will impact on this business.
· Examples of laws that have been designed primarily to regulate competition
o Part IV of the Trade Practices Act 1974 (Cwlth)
o The Lotteries and Art Unions Act 1901 (NSW) regulates lotteries, games of skill and gifts. Similar Acts exist in all states.
o The Corporations Law 1991 regulates the structures and activities of companies and other incorporated bodies.
o The Credit Act 1984 (NSW) regulates credit sales transactions. Similar Acts exist in Victoria, Western Australia, South Australia and Queensland.
o The Sale of Goods Act 1923 (NSW) as amended, covers implied terms and conditions in consumer sales contracts. Similar Acts exist in other states. Several laws have been designed primarily to protect consumers:
o Part V of the TPA 1974 (Cwlth) strengthens the position of consumers relative to producers and distributors.
o The Broadcasting Services Act 1992 sets advertising standards for broadcasting and television.
o The Racial Discrimination Act 1975 (Cwlth) renders acts of discrimination unlawful.
o The Therapeutic Goods Act 1989 (Cwlth) sets standards for therapeutic goods and their distribution.
o The Consumer Claims Act 1998 (NSW) governs the adjudication of small claims.
o The Door to Door Trading Act 1986 (Tas) ensures the use of written offers and establishes a cooling-off period.
o The Trade Measurements Amendment Act 2001 (NSW) regulates the packaging, labelling and measurement of goods. Similar Acts exist in all states.
o The Fair Trading Act 1987 (NSW and other states) extends the protection of the TPA to cover the activities of individuals, and also extends protection to cover intrastate trade.
o The Spam Act 2003 (Cwlth) prohibits the sending of unsolicited emails by Australian organisations.
o The Electronic Transactions Act 1999 (Cwlth and regulated state acts) removes the legal inequality between paper-based transactions and those made electronically.
· The Australian Competition and Consumer commission (ACCC) continuously scans the business environment to detect practices and trends that might disadvantage Australian consumers.
· Marketers similarly need to stay up with developments in the legal environment. Refer to ACCC s web site at:
· What are some of the issues that this site is suggesting marketers need to be aware of regarding their legal and ethical obligations?
o Unfair practices
o Anti-competitive practices
o Pricing policies
o Misleading advertising
o Spam advertising
o Product safety and liability
o Conditions and warranties
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