[Solution]Assessment 1 Overview – Marketing Situational Analysis

Assessment 1 Overview – Marketing Situational Analysis Weight: 30% Word limit: 2,000 words maximum (+/- 10%) Referencing: APA, a minimum of 10 scholarly sources is…

Assessment 1 Overview – Marketing Situational Analysis

Weight: 30% Word limit: 2,000 words maximum (+/- 10%) Referencing: APA, a minimum of 10 scholarly sources is expected at pass level, with additional industry reports and company sources.

Task:
Students are to individually examine the areas of a marketing situational analysis and use their expertise to conduct a comprehensive and critical examination of the current external and internal marketing environment. You should approach the assignment as though you are a marketing consultancy and have been hired to audit the current marketing situation with justification for your audit and analysis approaches. This task requires you to conduct a thorough internal and external audit and analysis and then develop the results into a comprehensive report.

The business used in Assessment 1 will be the same in Assessment 2, so this task will build the foundation for the group marketing plan. This semester, students will be allocated a brand from one of the industry partners in goods, services and not-for-profit sectors. Brands will be allocated in class during Week 2 tutorials and confirmed in the Assessment 1 folder.

Students are to theoretically examine the components of a situational analysis and then individually conduct a situational analysis to identify the most influential factors of importance for ongoing marketing success in the business. This analysis is then used by the student to inform a SWOT and to identify the major marketing challenge/opportunity for consideration in the future marketing strategy.

Please ensure you consult the marking criteria for full explanation of grading and detail of expectations. Notably, students will not just list factors but will consider and evaluate the factors in relation to marketing success.

The report should follow content guidelines provided (following) and be a maximum of 2,000 words (+/- 10%) excluding cover page, table of content and reference list (everything else including tables, figures, heading, captions, etc are included in the word count). APA Referencing is desirable. A minimum of 10 scholarly academic sources are expected at a pass level. Students could have more, and will have additional industry and company sources also.

Content guidelines
Title page
Table of Contents
(Note there is NO Executive summary for this report).

Introduction
Give a brief background to your brand, highlighting any initial insights and directions for the plan. (Why you are writing the report and what it will contain)Internal analysis
Define internal analysis and describe why an internal analysis is important. Identify the main elements of an internal analysis. (Theory).
Examine the current internal marketing environment, highlighting the most influential factors. (Application).
Among the factors and analysis identified in your research as important, ensure to also include a comprehensive assessment of the current marketing positioning, targeting and marketing mix.External Microenvironmental analysis
Define the microenvironment and describe why a microenvironmental analysis is important. Identify the main elements of a microenvironmental analysis. (Theory).
Examine the current microenvironment environment, highlighting the most influential factors. (Application).
Among the factors and analysis identified in your research as important, ensure to also include a comprehensive assessment of current close competitor marketing positioning, targeting and marketing mix.External Macroenvironmental analysis
Define the macroenvironment and describe why a macroenvironmental analysis is important. Identify the main elements of a macroenvironmental analysis. (Theory).
Examine the current microenvironment environment, highlighting the most influential factors. (Application).
Among the factors and analysis identified in your research as important, a comprehensive PESTLE analysis is recommended.SWOT Analysis
Define a SWOT analysis and describe why a SWOT analysis is important. Identify the main elements of a SWOT analysis. (Theory).
Examine the results of internal and external analysis, highlighting and justifying the most influential strategic influences/priorities. (Application). Conclusion
Highlight the main marketing problem/opportunity to focus on in the development of the marketing strategy.
Identify (in less than 100 words) an indicative response/direction to consider in the marketing strategy.AppendixReferences
APA referencing style.

Other important guidelines
This analysis is in relation to the Australian market only.
You will need to infer information. Most brands will not have an accessible marketing strategy document for you to download and that is not what we want. This assessment is all about examining the evidence available and developing some educated assumptions of the marketing strategy and environment. For example, many websites will tell you their brand targets all people who love life (or something to that effect). Look beyond their words and consider information which suggests who they may direct most of the marketing strategy toward, because it is not all people
what do the images look like on their site?
what sort of languages is used?
where are they advertising?
Do not use case studies to discuss your brand (although these is unlikely in the scenarios you’ve been given). The assignment is about showing evidence that you understand the theory and can use it to review the available marketing content to draw relevant conclusions. This assessment is your opportunity to learn and to show your knowledge, so ensure you do the analysis and show evidence of this in your assignment.
To get started you will need to:
Attend and participate in class discussions on these marketing concepts,
read the textbook,
Start examining your brands marketing evidence
You’ll need to evaluate it at some stage but just start by gathering data
Research and review relevant literature for the theoretical discussions, especially scholarly journal articles
There are no examples provided. Please follow the detailed guidelines provided and use your expertise and initiative to progress the task.
References should be included for ALL works used – don’t forget information relating to the brand, any theory, industry, trade, company and news materials.

Format:
Line spacing 1.5, font 11pt Arial, standard margins
Use headings to break up content effectively
The word count includes ALL content (except the cover page, table of content and reference list). So any tables/figures/appendices/captions are all included. Therefore, it is your task to prioritise which information is critical and which is not. Any content over the maximum word limit provided will not be assessed and penalties will apply.
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