Reference no: EM132832693

MGT304 Strategic Marketing Management - Southern Institute of Technology

Learning Outcome 1: Conduct strategic market analysis
Learning Outcome 2: Conduct strategic customer analysis
Learning Outcome 3: Conduct strategic environmental analysis, including the application of scenario planning.

Qualification outcome expectations

Research and referencing: You are required to engage in some research into the theories underpinning marketing and other sources in order to successfully complete this assignment. Ensure you include a full reference list, including all sources, using APA guidelines (latest edition). Correct referencing is an expectation of tertiary study.

ASSIGNMENT TASK

For this assignment you will conduct a market analysis and a brief customer analysis for a company of your choice. Your customer analysis should be based on (but not limited to) the customer information provided by the company on request.
In your analysis include recommendations on which other customer data you think would be useful to have in order to conduct an effective marketing analysis for the purpose of developing a marketing strategy (developing a strategy is not part of this assignment). Argue why the data you are suggesting would be useful and how it would be collected.

Conduct a strategic environmental analysis, including the application of scenario planning.

You are required to engage in considerable research into the company and its market environment in order to successfully complete this assignment.

Your report should cover in equal parts:

1. Market (industry) analysis (driving forces & competition) and customer analysis including existing and potential customers. Recommendations for additional useful customer data to collect, why this data would be useful and how you suggest to collect the data.

2. External (macro-) environment analysis (sociocultural, political-legal, technological, natural- ecological environment) and scenario planning: Anticipate a change in one of the areas of the external environment and the consequences this would have on the current company's direction. Make suggestions how the company could respond to the change in order to remain profitable.

Attachment:- Strategic Marketing Management.rar