Reference no: EM132476954 , Length: word count:2000

MKTG6002/MKT600 Marketing Assignment - Situation Analysis, Laureate International Universities, Australia

Learning Outcomes - This assessment addresses the following learning outcomes of the subject:

a) Critically evaluate underpinning marketing theories and principles and employ appropriate research process to collect, store and use of data to genrate customer insights;

b) Critically evaluate customer needs to create value for customers by deploying the resources of the organisation in best possible ways;

Objectives -

To develop an understanding and appreciation about the influences of micro and macro environmental actors and forces that affect an organisation's ability to serve the needs of the target market;

To develop critical analytical ability to gather and analyse relaevant data to facilitate decision making;

To develop foresights to predict industry trend and tailor the organisation's practices to respond to the changing situation.

Instructions - This assessment task requires you to develop a Marketing Environmental Analysis that comprises both the micro-environment and macro-environment. The micro-environment analysis involves a scrutiny of internal environment that facilitates specifying the strengths and weaknesses, while, the macro-environment analysis requires the scrutiny of demographic, economic, natural, political, technological and cultural (DENPTC) dimensions which will assist in specifying the oportunities and threats. Changes within the macro environmental forces are outside of an organisation's direct control requiring an organisation's marketing strategies to be adjusted to capture emerging opportunities and minimise any potential threats.

Therefore, in this assessment task you will need to:

Articulate your learning about marketing concepts and principles covered from Module 1 to 3.1 to demonstrate your level of understanding to evaluate the organisation's overall situation;

Critially analyse the link between marketing theory and practice;

Demonstrate research skills to reveal the insights;

Apply appropriate business report writing skills;

Use the appropriate APA style both in text citation and the reference list at the end.

Scenario - Choose an organisation from the list provided below that intends to expand its businss either through a new product development or a new business/market development.

GreenShareCar

The World

Progressive Office Furniture

Bounty Bags

Tasks -

1. Discuss the value propositions, core brand values and buyer behaviour of your chosen organisation;

2. Analyse the micro-environment (the company, suppliers, intermediaries, relevant publics, customers and competitors);

3. Analyse the macro environment, that is, demographic, economic, natural, political, technological and cultural (DENPTC) forces to demonstrate their impacts on your chosen organisation's strategies/capabilities to serve the target market (s);

4. List the strengths, weaknesses, opportunities and threats (SWOT) as well as suggest appropriate strategies by incorporating the TOWS matrix to draw from strengths to capture opportunities, to overcome weaknesses and to defend from threats.

Length - 2000 words (+/- 10% excluding cover page, table of contents, executive summary, references and appendix).

Attachment:- Marketing - Situation Analysis Assignment File.rar