Assignment One Title: Context Analysis report for Bedazzle of the assignment: client-based research and analysis report (individual) Produce a report in 5 parts (1250-1800 words): Market analysis (15 marks) use secondary research to provide: an overview of the charity sector nationally and locally (East of England). Your overview should include as a minimum the number of charities and breakdown by type of cause; an overview of how these charities are funded (for instance, a breakdown of the types of income which enable charities to operate); a review of the impact of Covid 19 on charitable giving and other support for charities; Consumer research (20 marks) use more detailed secondary research to analyse: which consumers ( eg by demographic &/ or psychographic criteria) support charities related to the arts and / or disabilities the types of fundraising activities and donations used to fund charities related to the arts and/ or to disabilities; how different consumer groups prefer to engage with charities – for instance you could choose to analyse by age group or any other demographic or psychographic criteria. Competitor insights (20 marks) use secondary research (online) to: provide an analysis of the marketing communications, messages and online media used by Bedazzle in comparison with 3 similar charities to appeal to donors and to encourage/ support fundraising Similar charities= ideally smaller charities which support causes related to the arts OR support disabled or autistic young people OR both Insights for the Client: (15 marks) provide a summary of the key findings and insights of relevance for Bedazzle an outline of the main strengths Bedazzle appears to have for attracting donations and fundraising a rationale for what needs further investigation, by secondary and/ or primary research, to inform (assignment 2) a marketing communications proposal to appeal to consumer donors and / or fundraisers Primary Research investigation (20 marks) prepare an electronic survey (using Qualtrics) to find out more about the attitudes and behaviour of potential donors and/ or fundraisers. Question areas might include: which participants support which causes/ charities &how they engage with them which aspects of Bedazzle might appeal to them participants reasons for supporting or not supporting this type of charity. Your aim with this primary research is to identify suitable target audiences, messages and ways of appealing to possible targets for assignment 2.
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