Complete a SWOT Analysis of Critical Design (pp. 52-53). Word count guide – approximately 2. Critical Design sells their products on the consumer market as well as the business market.

Assignment Task

Question

1. Complete a SWOT Analysis of Critical Design (pp. 52-53). Word count guide – approximately

2. Critical Design sells their products on the consumer market as well as the business market. Describe how the buying behaviour of individual consumers differs from those of businesses or organisations (e.g. airports or food courts). (Textbook, 8 th ed hardcopy pp. 155-157, E-text, Chapter 5, Business markets and business buyer behaviour) .

3. Using the four bases of segmentation, identify and describe a potential consumer segment for Critical Design. (Textbook, 8 th ed hardcopy pp. 174-182, E-text, Chapter 6, Segmenting consumer markets ). You can use a combination of variables from (all four) segmentation bases but you need to focus on the ones you think are most relevant to Critical Design and explain why.

4. Micromarketing includes local marketing and individual marketing. What is individual marketing and how would Critical Design be able to apply these principles? Discuss the advantages and disadvantages of this strategy. 

5. Critical Design is currently trying to get new investors on board. Imagine that you work for Critical Design and have to provide figures on profitability to convince investors. Based on experience and industry knowledge, you know that businesses utilising recycled materials and developing sustainable products often have a low return on investment in the short term, although you are convinced that Critical Design can return large profits in the long term. Would you ‘sweeten’ the figures for short term profitability or would you present a realistic plan showing potential losses in the short term and profits in the long term?

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