Onsumer Behaviour in the Consumer Electronics Market

You should assume that you are the recently appointed Marketing Manager for an international company, which markets consumer electronics products worldwide.

Your Task
This company is currently unknown to consumers in the UK market, but is now seeking to expand into the UK through the launch of a new and innovative consumer electronics product of your choice (e.g. flat screen television, mobile phone, e-book reader, laptop / desktop computer etc.).

You have been asked to carry out the following tasks by your Marketing Director.

Task 1 a Consumer Behaviour in the Consumer Electronics Market

Task 1a): Recommended Marketing Actions for Influencing Individual Consumer Behaviour (2,500 words 60% of total coursework mark)

Write a business report for your Marketing Director, which contains a set of specific actions which you would recommend for influencing the individual behaviour of target consumers in the UK market around your new consumer electronics product. Your report should include the following sections:-

1) Introduction a brief overview of the company, product, and UK market for this product.
2) Perceptions a recommendations for actions to influence UK consumer perceptions around your company and your new consumer electronics product, in order to make the product a success in the UK;
3) Attitudes a recommendations for actions to influence UK consumer attitudes towards your company and your new consumer electronics product, in order to make the product a success in the UK;
4) Motivation a recommendations for motivating UK consumers to want to purchase your new consumer electronics product;
5) Decision-making a recommendations as to how to influence each stage of the UK consumer decision making process, to encourage consumers to search for, purchase, use and give a positive post purchase evaluation of your new product.

You should ensure that you discuss and apply of a range of relevant models, concepts and theories in formulating your recommended actions under each of the above areas, as outlined in the course material around individual consumer behaviour .

You should also ensure that you make your report relevant to the UK market for consumer electronics, by carrying out some independent research in this area as part of your assignment, using online library academic sources as well as Internet sources.

Task 2: Multimedia Strategy (1,500 words 40% of total coursework mark)

Write a further report for your Marketing Director, which contains both of the following sections:-
1) Key External Influences Discussion of which main external influences you feel will impact on UK consumer behaviour around your product, including reference to course theory, concepts and models in each case;
2) Recommended Images & Messages Around External Influences For each of the key areas of external influences you have just discussed, provide a set of recommended images and messages which you feel should be used to advertise and market your new consumer electronics product to UK consumers.