Aldi Stores, Australia.

Marketing Analysis – Micro Trends

The microeconomic environment includes all the actors close to the company that affect, positively or negatively, its ability to create value for and relationships with its customers. The microenvironment consists of the actors close to the company that affect its ability to serve its customers -­- the company (p.91), suppliers (p.91), marketing intermediaries (p.92), competitors (p.92), publics (p.93) and customers (p.93). Chapter 3 of the textbook discusses these factors in detail and should be your starting point for developing a clear picture of the trends and forces that impact your organisation.

Select the two most important of these microeconomic trends, evaluate and discuss how they could impact your organisation. Provided a justification( say why) of what makes these micro trends more important than the others. Support your discussion of the trends with appropriate secondary sources.
Marketing Analysis – Macro Trends

The macroeconomic consists of the larger societal forces that affect the microenvironment. The macroeconomic consists of factors including demographic (p.94), economic (p.101), natural (p.102), technological (p.104), political and social (p.105), and cultural (p.110). As with the previous section, these are discussed in detail in chapter 3 of the text book and should be your starting point for developing a clear picture of the trends and forces that impact your organisation.
As with the previous section, select the two most important of these macroeconomic trends, evaluate and discuss how they could impact your organisation. Provide a justification( say why) of what makes these macro trends more important than the others. Support your discussion of the trends with appropriate secondary sources.
This section should be set out under the following headings:
2. Marketing Environment Analysis – Macro Trends (one to two pages)
2.1 Macro Trend One
2.2 Macro Trend Two
Operations Review:

The third section of the assignment deals with a critique of the current marketing approach of your selected service, product, or brand. The first step is to detail the current approach and provide examples (which may be included in the appendix of your assignment). The second step is to provide an evaluation of the current approach and justify this against specific marketing theory. A good starting point for theories to consider would be the lecture slides and the textbook (and also journal articles for those wishing to receive top marks). Remember, as a real world marketing executive would, provide support for your decisions and make a compelling argument as to what aspects of the approach are effective and which elements are in need of adjustment.
This section should be set out under the following headings:
3. Marketing Mix – Evaluation and Critique (two to three pages)
3.1 Overview of Current Marketing Approach (Describe)
3.2 Evaluation of Effectiveness ( How well do the approach work?)
The fourth section of the assignment deals with taking the understanding you have developed

from the preceding sections and developing them into an approach to improve the various aspects of the organisations marketing mix. This approach will be developed utilising the seven P’s approach of product, price, place, promotion, physical evidence, processes, and people. More information on the marketing mix can be found in textbook chapter two, specifically page 75 onwards. In this section it is critical to provide improvements to the current approach and detail how these adjustments can better enable the company to enhance relationships with customers (and potential customers). As with the preceding section it is important to provide support from marketing theory, such as those discussed in the text at a minimum, as well making sure your suggestions are actionable and realistic for the organisation. References in this section should include academic, trade publications, and news publications.
Place your redesigned marketing mix under the following headings:
4. Marketing Mix – Redesign (two to three pages)
4.1 Product
4.2 Price
4.3 Place
4.4 Promotion
4.5 Physical Evidence
4.6 Processes
4.7 People
Assignment: Recommendations

The final section of this report is where you will decide on the most important and timely recommendations required for your chosen organisation. As businesses run on a finite amount of resources it is important to be able to prioritise options. In this section select the three most significant recommendations and support with marketing theory. It is important here not to introduce new information, this should be a filtering down of the ideas presented in your critique to the three specific recommendations.