Market Environment Analysis for Bindle
Assessment and Organisational Context: Bindle (http://bindle.com.au)
You have been hired by Bindle as an independent marketing consultant to complete 2 marketing reports in relation to a market environment analysis (Assessment 1) and in
relation to a new/modified product or service that you recommend for Bindle
LAY OUT:
1.0Exclusive summary
1.1 introduction
1.2 Industry Overview and Product Description-500 words
(Provide a brief and fully referenced industry overview and product description, including:
– Overview of the relevant industry including relevant statistics from industry sources such as IBIS World, Passport, Business Monitor, ABS, peer-reviewed articles,
etc.;
– Major players (direct and/or indirect competitors) in the industry;
– Growth and other significant trends in the industry;
– Overview of the company and description of the main products that Bindle
offers, including potential analysis using analysis tools such as the BCG Matrix or any other, as relevant)
1.3 The Company’s Micro and Macro Environment-750 words
(Provide a fully referenced overview of the RELEVANT factors from the macro and micro environment that are impacting Bindle:
– Possible macro factors for discussion (demographic, economic, natural, technological, political, cultural)
– Possible micro factors for discussion (company, customers, suppliers, intermediaries, competitors, publics)
– Use the Deakin Library Resources to find information on the marketing environment. Here’s a useful video that highlights some of the most useful resources:
29Thttp://air.deakin.edu.au/public/media/entry_id/0_9wcnz2lx29T
– You can also find useful information in peer reviewed articles. Watch this video to find out what a peer reviewed article is
(29Thttps://video.deakin.edu.au/media/t/0_5v22r0v129T))
1.4 Market Segmentation –500 words
(Provide an overview of the segmentation bases that are most likely used/could be used by Bindle in segmenting their market and the possible resulting segments:
– Only focus on the relevant segmentation bases and provide a justified rationale for why you think they are the most relevant
– Use a segmentation table to present this information (See Assessment 1 Video Guide for an example of a segmentation table)
– 4-5 segments are sufficient
– Provide a summary at the bottom of your segmentation table)
1.5 Market Targeting and Consumer Profile–250 words
(From the various segments profiled in Part 3, CHOOSE ONE target market for Bindle to target and describe their customer profile:
– Choose your target market and justify why they should be the target markets for Bindle;
– Provide a detailed profile of your target market based on the segmentation variables as detailed in Section 3, supported with academic literature.)
1.6 Differentiation and Positioning–250 words
(Considering the target market(s) that you have chosen above, discuss how you would differentiate and position Bindle’s products in the consumers mind:
– Consider the 5 bases of differentiation (product, image, service, people, channel) and choose the most appropriate to discuss
– Provide a positioning statement and illustrate where your company is positioned, relative to competitors, on a positioning map)
1.7  Conclusion and Implications for Marketing Strategy—250 words
(Make sure your conclusion and implications:
– Highlight and summarise the significant elements of your report
– What are the implications for the company of the findings of your report?
– Identify a gap in the market that the company could capitalise on with a
new/modified product. This provides a suitable platform for Assessment 2.)
