You are a marketing assistant for a marketing agency located in Surry Hills – Sydney. You
have been asked to conduct a market & industry analysis and understand the target
audience for [Company’s Name to be provided by the Lecturer – Do not select your own
In this assessment, you will focus on identifying and explaining the macro and micro
environmental factors that could influence the business and the industry from a marketing
You should also be able to identify new trends as part of the situational analysis, in order to
propose marketing solutions to potential issues that may affect the client.
Use any relevant analysis and framework learnt in this unit (e.g. SWOT, PESTLE, Adoption
Curve, BCG Matrix, and others.) that you find suitable to include in your market & industry
All relevant information, analysis & frameworks will be represented using an infographic
which is a visual way of communicating rich information. Data and findings must include
• Use any online tool to build your own infographic. Here are some options:
www.piktochart.com https://desygner.com/ https://www.canva.com/
• Use any free template available that you find appropriate and visually appealing.
• Dimensions: (at least) A2, or equivalent to 04 x A4 page.
As part of the marketing process, you need to research different types of data using a
variety of sources to understand the consumer behaviour of your client’s target market.
What are its consumers’ needs and motivations and what influences them in their
You will be required to create a buyer persona for business using at least ten (10)
segmentation variables (demographics, geographics, psychographics and behavioural
elements). [Your business may target more than one market and if so, focus on what you
think is the largest target market.]
A buyer persona is a description of an individual from a specific segment and assists
marketers to create marketing strategies whether it is a new promotion, a new product, a
new pricing strategy or any strategic marketing tactic.
o Reference list
Your buyer persona must include:
– Name, picture of the buyer, DOB, profession and income of the buyer;
– Bio of the buyer;
– Brand preferences;
– Communication channels utilised;
– Aspirations, lifestyle;
– Any additional factor that you find relevant to the brand of your choice.
Below are some websites and samples to inspire you. Search the Internet for ‘buyer
persona template’ in order to find a suitable you for you.
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