Marketing Management

Topics: Marketing, Psychographic, Consumer behaviour Pages: 27 (9554 words) Published: December 18, 2013
Table of Contents
1.INTRODUCTION
2.MACRO ENVIRONMENTAL ANALYSIS OF ROOIBOS TEA
2.1 Define macro-environmental factors1
2.2 Analyzing the macro-environment 1
2.3 Macro Environment factors1
2.3.1Demographic factors……………………………………………………..1
2.3.2 Economic factors……………………………………………………...2-4
2.3.3 Technological Factors………………………………………………...4-5
2.3.4 Political Factors……………………………………………………….5-6
2.3.5 Social/Cultural Factors………………………………………………….6
2.3.6 Natural Factors……………………………………………………….....6
2.3.7 International Factors……………………………………………………7
2.4 Conclusion………………………………………………………………………..7 3. CONSUMER BUYER BEHAVIOUR STEPS LIKELY TO BE FOLLOWED WHEN A POTENTIAL CUSTOMER BUYS ROOIBOS TEA
3.1 What is consumer behaviour?.................................................................................8
3.2 Influences on consumer behavior………………………………………………...8
3.2.1 Cultural……………………………………………………………...9-10
3.2.2 Social………………………………………………………………….10
3.2.3 Personal Factors……………………………………………………….11
3.3 The consumer buying process…………………………………………………..12
3.3.1 Problem Recognition………………………………………………….13
3.3.2 Information Search……………………………………………………14
3.3.3 Evaluation of Alternatives………………………………………...15-16
3.3.4 Purchase Decision……………………………………………………..16
3.3.5 Post Purchase Behaviour…………………………………………..16-17
3.4 Marketing Communication……………………………………………………..18
3.5 Eight major modes of communication………………………………………18-19

3.6 How does buyer behaviour steps impact on Rooibos marketing strategy………19
3.7 Conclusion………………………………………………………………………19 4. SEGMENTING THE MARKET FOR ROOIBOS TEA
4.1 Segment marketing……………………………………………………………..20
4.2 Segmenting consumer markets…………………………………………………20
4.3 Effective segmentation criteria…..……………………………………………...21
4.4 Evaluating and selecting the market segments …………………………………21
4.5 Develop a Segmentation Strategy for Rooibos………………………………….22
4.5.1 Geographic segmentation……………………………………………..22
4.5.2 Demographic segmentation………………………………………..23-24
4.5.3 Psychographic segmentation………………………………………….24
4.5.4 Behavioural segmentation…………………………………………24-25
4.6 The Target market for Rooibos determining dimension………………………..25
4.7 Conclusion………………………………………………………………………25 5.MARKET STRATEGY FOR ROOIBOS TEA
5.1 Marketing Your Business……………………………………………………….26
5.2 Marketing Strategy……………………………………………………………...27
5.3 Components of Marketing Strategy…………………………………………27-28
5.4 Marketing Mix………………………………………………………………….28
5.5 Marketing Mix Development for Rooibos Tea……………………………...29-31
5.6 Rooibos Environment Swot Analysis…………………………………………..32
5.7 Analysis of Rooibos Teas using Swot analysis……………………………...33-34
5.8 Conclusion………………………………………………………………………35 6.BIBLIOGRAPHY

1.INTRODUCTION
In this assignment the topic that will be dealt with is a macro environmental analysis of Rooibos tea. All segments of a macro environmental analysis will be addressed as well as the market segmentation applicable to Rooibos and the marketing mix. 2.MACRO ENVIRONMENTAL ANALYSIS OF ROOIBOS TEA

2.1 Define macro-environmental factors
1A business and its forces in its micro environment operate in larger macro environment of forces that shape opportunities and pose threats to the business. It refers the major external and uncontrollable factors that influence an organization's decision making, and affect its performance and strategies.

2.2 Analysing the macro-environment
1Demographics describe people and the way they behave and this gives clues about purchase behaviour. Marketers want to know about growth rates, age distribution, population diversity, educational levels, household, pattern and other broader regional factors that relate to population. 2.3 The Macro Environment factors

2.3.1 Demographic Factors
1Demographic environment include Size, growth rate, age composition, sex composition etc. of population, family...

Bibliography: 1. Macro Environmental factors, Regent Business School, (2007), Marketing Management
2. http://www.daff.gov.za, (Accessed online 21/08/2013)
3. Global Exchange rates, http://www.exchangerates.org.uk/Dollars-to-South-African-Rands-currency-conversion-page.html, (Accessed online 29/08/2013).
4. Macro Environmental factors, http://wiki.answers.com/Q/List_macro-environmental_factors, (Accessed online 29/08/2013)
5. Maslow’s Hierarchy of Needs the psychological needs of consumers, http://en.wikipedia.org/wiki/Maslow 's_hierarchy_of_needs, (Accessed online 29/08/2013)
6. The South African Rooibos Council, http://www.sarooibos.co.za, (Accessed online 22/08/2013)
7. Marketing Management 14E (Kotler, Keller, 2012:166), Marketing Management, 13th Edition.
8. Pillay, N. (2012). Conduct a STEP analysis for Rooibos [online], Available from: http://www.slideshare.net/NevinPillay/rooibos-13934690, (Accessed online 24/08/2013)
9. The preferred supplier of Rooibos, http://www.rooibosltd.co.za, (Accessed online 24/08/2013)
10. A profile of the South African Rooibos tea market value chain (2010), Western Cape Department of Economic Development and Tourism, (May 2010). Rooibos and Honeybush market development programme framework.
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