Reference no: EM132422229 , Length: 2000 words

MKTG6002 - Marketing - Laureate International Universities

Assessment: Situation Analysis

Learning Outcomes

This assessment addresses the following subject

Learning Outcomes:

a) Critically evaluate underpinning marketing theories and principles and appropriate research process to collect, store and use of data;
b) Critically evaluate customer needs to create value for customers by deploying the resources of the organisation in best possible ways;

Objectives:

• To develop an understanding and appreciation about the influences of micro and macro environmental actors forces on an organisation's ability to serve the needs of its target market;
• To develop critical analytical ability to gather and analyse relaevant data to facilitate decision making;
• To develop foresights to predict industry trend and tailor the organisation's practices to respond to the changing situation.

Instructions:

This assessment task requires you to develop a Marketing Environmental Analysis that comprises both the micro-environment and macro-environment. The micro-environment analysis involves a scrutiny of internal environment that facilitates specifying the strengths and weaknesses, while, the macro-environment analysis requires the scrutiny of DENPTC dimensions which will assist in specifying the oportunities and threats. Changes within the macro environmental forces are outside of an organisation's direct control requiring an organisation's marketing strategies to be adjusted to capture emerging opportunities and minimise any potential threats.
Therefore, in this assessment task you will need to:

• Articulate your learning about marketing concepts and principles covered from Module 1 to 3.1 to demonstrate your level of understanding of them;
• Critially analyse the link between marketing theory and practice;
• Demonstrate research skills to reveal the insights;
• Apply appropriate business report writing skills;
• Use the appropriate APA style both in text itation and the reference list at the end. You should use at least 10 relevant academic referneces from leading marketing journals and text books to showcase quality of your research.
• Discuss appropriate strategies with regards to your SWOT analysis.

Scenario: Choose an organisation intends to expand its businss either through a new product development or a new business/market development.

Tasks:

1. Discuss value propositions, core brand values and buyer behaviour of your chosen organisation;

2. Analyse the micro-environment (the company, suppliers, intermediaries, relevant publics, customers and competitors);

3. Analyse the macro environment, that is, demographic, economic, natural, political, technological and cultural forces to demonstrate their impacts on your chosen organisations strategies/capabilities to serve the target market (s);

4. List strengths, weaknesses, opportunities and threats as well as suggest appropriate strategies to draw from strengths to capture opportunities, to overcome weaknesses and to defend from threats.

Attachment:- Situation Analysis.rar