MNM3708 Assignment 2 (COMPLETE GUIDELINE) Semester 1 2025 - DUE 2 May 2025

,MNM3708 Assignment 2 (COMPLETE
GUIDELINE) Semester 1 2025 - DUE 2 May
2025
MULTIPLE CHOICE,ASSURED EXCELLENCE
TABLE OF CONTENTS
1. INTRODUCTION 3
2 IDENTIFICATION OF CONSUMERS 3
2.1 Components of Customer Analysis 3
2.2 Application to Star Cleaner 4
2.3 Target-Market Approaches 4
2.3.1 Mass-Marketing Potential 4
2.3.2 Concentrated Marketing 4
2.3.3 Differentiated Marketing 5
2.4 Segmentation Priorities and Recommended Focus 5
2.5 Positioning for Competitive Advantage 5
3 DEVELOPING AN OVERALL STRATEGY 6
3.1 The Retailing Mix and External Environment 6
3.2 Controllable Variables Applied to Star Cleaner 6
3.2.1 Merchandise Mix 6

, 1. INTRODUCTION
Star Cleaner operates in a competitive environment where
understanding consumer needs and strategically positioning
itself is essential for long-term success. This document explores
how Star Cleaner can analyse its consumers, identify target
markets, and develop an effective marketing and retail strategy.
The goal is to build a solid customer base by aligning products
and services with the right market segments while responding
to environmental and competitive factors.


2. IDENTIFICATION OF CONSUMERS
2.1 Components of Customer Analysis
Customer analysis involves understanding the following key
components:
 Demographics: Age, gender, income, occupation,
education.
 Geographics: Location, climate, urban/rural.
 Psychographics: Lifestyle, values, personality traits.
 Behavioural Characteristics: Usage rate, brand loyalty,
benefits sought.
2.2 Application to Star Cleaner
For Star Cleaner, typical consumers may include: