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Return Date to Students: Week 9 Friday (05-Sep-2014)
Weighting: 40%

DOWNLOAD Assessment 2 marking criteria

The task is now to develop a situation analysis for the enterprise or organisation that you selected for your project proposal. The situation analysis will make up the first half of your completed marketing plan.

In formulating the situation analysis provide:

An executive summary of the report’sfindings and recommendations for key areas for the final marketing plan.

An introduction – provides a brief introduction/overview of your enterprise or organisation, the aims of the report and the structure of the report.

Structural components such as: A Table of Contents, Table of Figures & Tables, Reference List, Appendices (where appropriate) referenced according to Harvard referencing requirements (See the Harvard Guide provided in Moodle).

Internal Environment analysis

Assessment of the business (include a brief, reworked description of the enterprise or organisation based on any feedback received from your project proposal), brief historical background, mission statement, corporate objectives (where these are available), brand details, product line or product portfolio details.

Indicate the scope of the marketing plan – indicate whether you are developing a marketing plan for the enterprise as a whole or only a part of it such as a particular service or product, or a plan to address an acknowledged business issue, or a plan to develop a brand identity or a product positioning plan, etc. (Again this information is from your project proposal and should take into account any feedback you have received for corrections, etc.)

· concise brand details

· internal resources assessment and marketing capabilities statements

· evidence of current (or previous) marketing mix strategies (4Ps)

· Assess the internal resources (financial, human and operational) of the company and current or future strengths and weaknesses. Information must be current and accurate to ensure the final draft is feasible.

· External Environment analysis

· includes a focussed discussion of the economic, legal, political, technological and social/cultural issues (trends) associated with the company’s market environments. Consider shifts in market activity and identify possible current or future opportunities or threats. Detail pertinent to the company’s value chain, or margins where necessary (avoid a full industry analysis).

· A detailed customer analysis

· include target market segmentation (demographics, psychographics, and so forth). Look at the basis of transactions and exchanges with the firm. Who buys, where, when and how, what is bought, to what level, and reasons for purchase. Do purchases relate to discretionary spending or not? Identify any opportunities or threats such as changes in customer demographics, etc.

· A detailed competitor analysis

· identify local, direct and indirect competition. Determine relative (or estimated) market share for principal competitors. Identify the basis of competition. Develop a matrix where possible to compare the features and benefits of products/product lines between your selected entity and at least 3 primary (main) competitors. Again, identify any opportunities or threats such as changes in competitors, new competition, changes in market share, etc.

· A SWOT analysis – briefly and concisely summarise the strengths and weaknesses from within the company and any opportunities and threats from the external environment, competitor and customer analyses.

· Conclusion – introduces no new content