Case study – Marketing
Assignment 1
What you have to do
You are required to read the case study and complete the tasks that follow it:
Case Study
Helga Schmit has worked all her life in the motor vehicle industry. She has extensive experience in all aspects of running dealerships. She has an impressive track record of achieving solid growth in both sales and profits for the dealerships she has managed. She has just been appointed as General Manager of the biggest BMW dealership in Australia where you are employed as the Marketing Manager. In a lengthy meeting with her senior staff, she tells them that she wants to totally re-think the direction of the business and requests all her executives to collect and report on information that she will need to make decisions. Your task is to identify and collect the data she will need so that the two of you can set marketing objectives and decide on marketing strategies.
Task 1
Specify the data that you will need to collect. You must consider both internal and external, secondary and primary sources. Be specific in the data that you want to collect (eg population changes for the last five years in the relevant geographic area for the dealership). You must specify at least five sets of different data.
Task 2
Justify your choice of each set of data in Task 1 by indicating how it will be used to make marketing decisions. 4 LA012013 – Assignment 1 – BSBMKG507A Ed 1 © State of New South Wales, Department of
Education and Training 2009, Version 1, October 2009
Task 3
Use the information in Tasks 1 and 2 to prepare a research proposal (plan) for Helga. Outline the required data, its sources, how it will be collected
