Marketing Week 2 Lecture

Class Overview and Issues

• Overlap with Management 101: There are potential timetable clashes due to overlap with Management 101. The lecturer aims to focus on key content, acknowledging that not all material may be covered in depth. Students may need to prioritize classes based on engagement.

Five Cs Framework in Marketing

The main focus for the lecture is the Five Cs framework, which will be applied in the first report:

1. Context

   • Definition: Refers to the broad external environment impacting a business, which includes social, economic, and technological factors.

   • PEST Analysis: A tool used to evaluate Political, Economic, Social, and Technological influences. Emphasis is placed on future projections instead of historical data.

   • Example: For a local coffee shop, factors like new legislation on food safety or changes in consumer trends toward healthy eating may impact business.

2. Company

   • SWOT Analysis: Focuses on the internal strengths and weaknesses of the company as well as external opportunities and threats. Each point should be specific to the chosen brand, rather than the industry overall.

   • Example: A strength for a thriving cafe might be its strong customer loyalty, while a weakness could be limited space for expansion.

3. Competitors

   • Competitive Analysis: Involves identifying direct and indirect competitors and understanding their appeal to a similar customer base. Attention will be directed to factors consumers consider when selecting between brands (e.g., price, taste, convenience).

   • Example: For the local coffee shop, direct competitors could be nearby cafes, and indirect competitors could include conveniences stores offering coffee.

4. Collaborators

   • Collaborative Networks: Highlights the importance of partnerships, such as distributors and marketing collaborators, demonstrating how companies depend on external entities for enhanced effectiveness.

   • Example: A coffee shop collaborating with a local baker for pastries can enhance their product offering and attract more customers.

5. Customers

   • Customer Profiling: Describes the customer base, outlining demographics such as income levels, age ranges, and relevant buying behaviors associated with the chosen brand.

   • Example: Profiling customers might show that the coffee shop attracts a younger demographic, ages 18-34, who prefer artisanal coffee and social spaces.

Assignments and Practical Applications

• Students are required to write a report using the Five Cs framework to analyze a consumer brand within New Zealand.

• Each element of the Five Cs should be addressed methodically to ensure clarity and comprehensiveness in their analyses.

Final Notes

• The lecturer reminds students to engage proactively with the resources available on Moodle for additional support and clarification throughout the course.