You are a member of a team of marketing consultants and an organisation has contracted your team to develop the first stage of a strategic plan to help grow their business

This is an individual assignment where we conduct parts of a situation analysis as part of developing a strategic plan for an organization. It is designed to help develop knowledge and critical analysis skills in a live environment. It is also an opportunity to develop effective business report writing skills.

In this assessment students individually conduct an external situation analysis. This is in order to develop insights into the opportunities and threats facing the organisation.

Overview

 The focus of this subject is the integration of the theories, concepts and frameworks from the key readings into the weekly cases and the industry partner project. This helps create a structured and evidenced based approach to problem solving and strategy development. This is a more professional and robust approach then simply offering opinions.

The Scenario

 You are a member of a team of marketing consultants and an organisation has contracted your team to develop the first stage of a strategic plan to help grow their business.

The goal is to develop a relevant and viable marketing strategy. Two critical points to this are:

  • How will this marketing strategy translate into executable marketing activity?
  • How do we get the client to grasp and agree to your marketing strategy?

Title page.

Please include the following details: Student name, ID, Case name

 

  1. Index

 Clear, easy to read and with page numbers. It must list all sections of the report by heading; including the appendices. It tells the reader all the areas you have covered and researched in a quick and easy to find manner.

 

  1. Introduction (Aim for 150 to 200 words maximum).

 

  • Introduce the report and what you intend to achieve.
  • Briefly describe the analysis you will carry out and how the report will be presented.

Note that an introduction is written in pre-tense.

 

  1. Situation Analysis.

 

Please use the 5Cs situation analysis approach.

If you need to make assumptions in places, please notate these as so.

 

Context

 

  • Using the model from class, visually show the potential ways your client’s market could be defined? How does your segment fit into this.
  • Conduct a current time 5 Forces Analysis on the industry; highlighting issues that relate to your customer segment.
  • Conduct a PESTLE analysis, giving the implications and whether the impact is positive or negative. Highlight issues that relate to your customer segment.
  • As part of your Scenario Planning, please advise the potential impact the PESTLE items may have on the elements of the 5 Forces; using a matrix approach.

You need to introduce your analysis and explain how the models work. You need to assume the reader does not know what the analysis models are.

  Competitor

Using the models from class, please analyse:

  • What types of competitors are there?
  • Competitive Benchmarking of our client against your focus competitor. Here each student studies a different competitor. This allows your team to build up a detailed picture of the competitive landscape.

For the top 3 things – explain why you have given the ratings in the table.

Strategic Group Mapping – Please use your competitive benchmarking matrix to build up your map.

You need to introduce your analysis and explain how the models work. You need to assume the reader does not know what the analysis models are.

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