Briefly describe the industry market for your organisation
Course:- Marketing Management
Length: 2400 Words
Reference No.:- EM132257708

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Assignment - Markets Segments and Decision Making

Task - The next stage of the marketing audit is for you to consider the market for your organisation and evaluate the opportunities and threats that exist for your chosen organisation. NB: if you have a number of markets it is a good idea to focus on just one.

Incorporating theoretical concepts into your discussion and with the use of other theoretical sources and secondary research, please discuss the following:

1. Briefly describe the industry market for your organisation and evaluate current trends in:

1. Growth

2. Profitability

3. Macro environment (PESTLE factor)

2. Outline and examine to major market segments for your organisation and identify your primary, and secondary target markets.

3. Discuss the level of involvement your primary segment is likely to have towards your organisation in terms of the decision making.

4. Describe the nature of competition in your industry. Explain and analyse your organisation's place in the market by comparing and contrasting its strengths and weaknesses to your main competitor.

5. Taking into consideration the primary segment, their level of involvement and the competition, create a positioning map for the market place.

You need to select an Australian based organisation or you could select an International organisation but it needs to have a presence in Australia. (I.e. Apple is acceptable since you can purchase their products in Australia. Ensure that you review the Australian market and consumers.)

Given that companies usually have a wide product offering that may cater to different market segments, it is encouraged that you focus on 1 product / service to streamline your analysis.

Also, you need to select a B2C market so that you can profile your target markets effectively.

This assessment task will assess the following learning outcome/s:

  • be able to find relevant and important information about organisations, their industries and marketplaces from secondary sources.
  • be able to evaluate the key marketing aspects of segmentation, targeting and positioning (STP) and be able to analyse an organisation's approach to STP.

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    Length – 2500. Marking criteria and standards - Communication Skills This is about the presentation of the work including: Structure, Format, Grammar, including images Value 15% - Free of grammatical errors Structure and format were clear, logical and consistent. Sentences were well constructed. Exceptional use of diagrams, images and tables, clearly relevant, explained and insightful links made. Theoretical analysis skills - This criterion is about defining, describing and evaluating the concepts that were found when researching the topic Value 30% - Clear definitions, descriptions with examples and analysis of concepts with highly insightful and perceptive comparisons, evaluations and conclusions.

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    Application skills This criterion is about linking theory to a specific context, explaining how it relatie to a product/company and making recommendations Value 40% - Case study described and identified and insightful evaluations were made. The context was connected to theory with exceptional, logical and imaginative links. The market discussions and recommendations were highly relevant, realistic and supported with explicit connections to theoretical arguments. Referencing Skills This criterion was about the application of APA6th referencing Value 15% - Both the in text and end reference list were consistent in terms of style and application of APA6. Referencing apparent in all places where expected.

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    Report format should be used for Assessment Two. However, you do not need to include an executive summary for the second assessment Use an abbreviation of the questions as your section headings: i.e. (1) Industry trends, (2) Market segments overall, (3) Primary segment and decision making, (4) Competition, (5) Positioning map for organisation. Referencing should use APA 6th edition. Requirements - This assignment must be submitted through Turnitin. Details can be found on Interact 2. It is recommended that your name, student ID and page number are included in the header or footer of every page of the assignment.

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