MKF2801 Marketing Insights, Assignment Four – Collaborator / Consumer Analysis & Insight
Feedback:
Please do not provide insights or recommendations in this report. They are in report 5.
Structure
• Business Report – see resources.
• Title page: Report title, Student ID each group member. Tutorial day/time. Word count
• Short executive summary; purpose, overall outcome/ conclusion of analysis (200 word max –not
counted in word count)
• Collaborator analysis
• Visual map of supply & demand chain. Identify both the structure and all significant
participants
• Who are the major brands, suppliers or distributors, wholesalers, retailers, e-commerce
sites, etc.
• Analyse the structure of the supply & demand chain, identifying any patterns / trends about
changes in the structure of the supply and/or demand chain
• Consumer analysis
• Who are the potential segments in this product category?
• Undertake a 6Ws analysis of potential target segment- visualise the data
• What is the total potential demand for this product category? This may be a range rather
than single figure.
• Provide no more than three insights from the above research and analysis
• Insight statement (no more than 50 words)
• Insight explanation. Why is this an insight and why might it be of value to the client (ability
to grow, key element of strategy, basis for competitive advantage, avoid risk, etc).
• Insight ranking – are they all equally important or is one more important than the other?
Why?