Your first assignment is to conduct a marketing audit on your chosen product. Information that will assist you to analyze this firm can be found on the internet, you can look to firms/products local to you. You must conduct a marketing audit which includes an environmental scan, PEST analysis, customer analysis, and competitor analysis and stakeholder analysis. You must clearly analysis the internal and external factors of this firm and offer a SWOT to support this. Further materials will be available to support these cases on the study desk. The modules 1-5 will support these activities and the discussion activities we have completed will also support these activities. Once you have completed all of the analytical sections, you must develop a set of important issues that are the outcome of the SWOT this is called a gap analysis or a TOWS analysis.
An executive summary and introduction outlining your firm and business description.
A body that includes all the analysis of business, current marketing and internal firm environments, customer analysis , external environments, competitor analysis and tows analysis.
Conclusion. This includes the statement of issues you have found, the gaps in the internal capability and external market forces found in your TOWS.