ASSESSMENT 1 BRIEF

Subject Code and Title MKTG6002/MKT600 Marketing

Assessment Assessment 1: Situation Analysis

Individual/Group Individual

Length 2000 words (+/- 10% excluding cover page, table of contents, executive summary, references and appendix).

Learning Outcomes This assessment addresses the following learning outcomes of the subject:

a) Critically evaluate underpinning marketing theories and principles and employ appropriate research process to collect, store and use of data to genrate customer insights;

b) Critically evaluate customer needs to create value for customers by deploying the resources of the organisation in best possible ways;

Submission Due 23:59 (AEST/AEDT) Friday by the end of Module 3.1 (Week 5)

Weighting 30%

Total Marks 30 marks

Objectives:

• To develop an understanding and appreciation about the influences of micro and macroenvironmental actors and forces that affect an organisation's ability to serve the needs of the 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.

How the assessment fits into the subject/course:

Marketing in the 21st century has evolved profoundly which is a critical element of business administration. The design of marketing plans is integral to business organisation and the assessment of this subject aims to provide students with the opportunity to apply the knowledge to develop effective marketing strategies. This assessment requires the students to analyse overall situation of the business prior to developing a marketing plan. The students will then continue to work on the same organisation to develop a complete marketing plan in their next assessment. A short scenario is given below to help students address the tasks involved in the assessment 1.

MKT600_Assessment 1_Situation Analysis Page 1 of 6

Linkages between Assessments 1 and 2:

Assessment 1 requires students to undertake the SWOT/TOWS analysis of their chosen organisation from the list of organisations provided. Students are advised to consult the IBISWorld database through Torrens Library to do the preliminary research to gain a comprehensive knowledge about the industry in which their chosen organisation belongs to. The assessments 1 and 2 are interlinked where students need to summarise the situation analysis from their assingment 1 while discussing this section within the assessment 2, the marketing plan.

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 demographic, economic, natural, political, technological and cultural (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 to evaluate the organisation's overall situation;• 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 citation and the reference list at the end. You shoulduse at least 10 relevant academic referneces from leading marketing journals and text books toshowcase quality of your research. Please see more information on referencing here: https://library.torrens.edu.au/learn-more/referencing

•

Discuss appropriate strategies with regards to your SWOT analysis.

Scenario: Choose an organisation from the list provided below that intends to expand its

businss either through a new product development or a new business/market development.

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Brick Works - https://www.brickworks.com.au/IVFAustralia - https://www.ivf.com.au/about-usProgressive Office Furniture - https://www.progressiveoffice.com.au/Luxury Handbag Hire - https://www.fashionconfidential.com.au/?gclid=EAIaIQobChMIkJjQieus6AIVR6SWCh2loAXiEAAYASAAEgI5mPD_BwE

3. Analyse the macro environment, that is, demographic, economic, natural, political,

technological and cultural (DENPTC) forces to demonstrate their impacts on your

chosen organisation's strategies/capabilities to serve the target market (s);

Note: Take time to gather relevant data about your chosen organisation as well as the broader external environment in which the organisation operates. Find good quality academic references from high quality marketing journals and text books to substantiate your arguments, suggestions and explanations. Use relevant headings/sub-headings to ensure a cohesiveness and logical flow of the report.

Submission Instructions:

Submit your assessment via the Assessment link in the main navigation menu in MKTG6002/MKT600 by the end of the Module 3.1 on Friday in week 5. Please review TUA overdue policy in page 3 through the link copied below which applies a 10% deduction for each day up to FIVE days. Any submission that overdues more than FIVE day will get 0.

https://learn-ap-southeast-2-prod-fleet01-xythos.s3-ap-southeast-2.amazonaws.com/5c07149a959f5/4332951?response-content-disposition=inline%3B%20filename%2A%3DUTF-8%27%27TUA%2520PL_AC_004%2520Assessment%2520Policy%2520for%2520Higher%2520Education%2520Coursework%2520and%2520ELICOS.pdf&response-content-type=application%2Fpdf&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Date=20190420T020849Z&X-Amz-SignedHeaders=host&X-Amz-Expires=21600&X-Amz-Credential=AKIAIW5OVFIUOTV36DNA%2F20190420%2Fap-southeast-2%2Fs3%2Faws4_request&X-Amz-Signature=43e06ce9d0c1a38ba5e189c2c7c1e7510afe6a62311985d4e454f15e8b9d1a63

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List the strengths, weaknesses, opportunities and threats (SWOT) as well as suggest

appropriate strategies by incorporating the TOWS matrix to draw from strengths to

capture opportunities, to overcome weaknesses and to defend from threats.

4.

Tasks:

Discuss the value propositions, core brand values and buyer behaviour of your chosen organisation;Analyse the micro-environment (the company, suppliers, intermediaries, relevant publics, customers and competitors);

1.

2.

Marking Rubric: Assessment 1

Assessment Fail (Unacceptable) Pass Credit Distinction High Distinction (Functional) (Proficient) (Advanced) (Exceptional) Attributes 0-49% 50-64% 65-74% 75 -84% 85-100%

Limited understanding of Resembles a recall or key concepts required to summary of key ideas. support discussion

Evaluation of information gathered to support the arguments

Confuses logic and

Supports personal opinion and information substantiated by evidence from the research/course materials.

15% emotion. Information taken from reliable

Discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading.

sources but without a

Systematically and critically discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading.

coherent analysis or

Often conflates/confuses assertion of personal opinion with information substantiated by evidence from the research/course materials.

synthesis.

Information is taken from 15+ good quality sources with and demonstrates a capacity to explain and apply relevant concepts.Analysis and evaluation do

Viewpoints of experts are not reflect expert Identify logical flaws. taken as fact with little judgement, intellectual questioning. independence, rigor and Questions viewpoints of

adaptability. experts.

Information are gathered from 20+ good quality sources with a well- demonstrated capacity to explain and apply relevant concepts. Viewpoint of experts are subject to questioning.

Information are sourced from 30+ good quality sources with a high level of interpretation/evaluation to develop a comprehensive critical analysis or synthesis.

Analysis and evaluation Identifies gaps in reflect growing judgement, knowledge. intellectual independence, rigor and adaptability. Exhibits intellectual

independence, rigor, good judgement and adaptability.

Effective Difficult to understand for Information, arguments and Information, arguments and Information, arguments and Expertly presented; the Communication audience, no logical/clear evidence are presented in a evidence are well presented, evidence are very well report is logical, persuasive,

structure, poor flow of way that is not always clear mostly clear flow of ideas and presented; the report is and well supported by 20% ideas, argument lacks and logical. arguments. logical, clear and well evidence, demonstrating a

supporting evidence. supported by evidence.

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Line of reasoning is often Line of reasoning is easy to clear flow of ideas and Audience cannot difficult to follow. follow. Demonstrates cultural arguments. follow the line of sensitivity. reasoning. Demonstrates use of Demonstrates use of high Demonstrates use of good Engages and sustains

credible and relevant quality, credible and relevant quality, credible and audience’s interest in the Demonstrates resources to support and resources to support and relevant resources to topic, demonstrates high inconsistent use of develop ideas, but these develop ideas. support and develop levels of cultural sensitivity good quality, credible are not always explicit or arguments and statements. and relevant resources well developed. Shows evidence of wide Demonstrates use of high- to support and develop scope within the quality, credible and ideas. organisation for sourcing relevant resources to

evidence. support and develop arguments and position statements. Shows evidence of wide scope within and without the organisation for sourcing evidence

Effective use of diverse presentation aids, including graphics and multi-media.

Critically evaluates Some relevant Relevant suppliers, Thorough review of Systematically and suppliers, intermediaries and relevant suppliers, critically reviews intermediaries and publics are mostly intermediaries and relevant suppliers, publics are identified. identified. publics. intermediaries and

Does not display an understanding of the Microenvironment (e.g., intermediaries, suppliers, publics). publics.

Some potential Potential challenges are Good discussion of

client needs with regard to Micro-environment actors – Suppliers,intermediaries, publics, customers etc. Sensible challenges challenges are mostly identified. potential challenges, Systematically and

are not presented. identified. supported by sound critically discusses 20% arguments and/or potential challenges,

good sources. supported by sound

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MKTG6002/MKT600_Assessment 1_Situation AnalysisPage 6 of 6

arguments and/or good sources.

Critically evaluates Superficial review of the PESTLE dimensions.

Good discsussion on the DENPTC dimensions has been provided with good relevant data/information to support the arguments.

client needs with regard to Macro-environment - DENPTC

Provides a satisfactory discussion of the PESTLE dimensions.

Thorough research on the DENPTC diemensions reveals relevant data/information. The discussion is presented in a logical and systematic approach.

Critically evaluates the data/information gathered on the DENPTC dimensions. The discussion is presented with strong arguments and substantiated with relevant data as well as demostrates the potential effects on the business.

No or little consideration of influenences of the external environment.

Satisfactory relevant data/information provided to substantiate the discussion.

20%

Critically evaluates the business's overall situation to list out strengths, weaknesses, opportunities and threats and discusses appropriate strategies to draw on the strengths to capture opportunities, defend from threats and overcome weaknesses

Discussion is not relevant to client

Some relevant factors Mostly relevant factors discussed to specify strengths, weaknesses, opportunities and threats while appropriate strategies to draw on the strengths to capture opportunities, defend from threats and overcome weaknesses not well articulated.

Good discussion of internal and external environment analysis leading to list out the strengths, weaknesses, oportunities and threats and appropriate strategies to draw from the strengths to capture opportunites, defend from threats and overcome weaknesses.

Critically evaluates the business's overall situation and provides a comprehensive list of strengths, weaknesses, opportunities and threats. Discussed succinctly appropriate strategies to draw on strengths to capture opportunities, defend from threats and overcome weaknesses.

25%

related to the business's overall situation discussed demonstrating some understanding of the concepts covered but appropriate strategies to draw on the strengths to capture opportunities, defend from threats and overcome weaknesses not clearly articulated.

needs - superficial or general discussion of strengths, weaknesses, opportunities and threats.

Does not show understanding of relevant concepts.