Paper details:
Task: (3000 words)
This Assessment requires you to analyse an organisational situation and make a series of strategic
recommendations.
1) Using the models and materials presented in Topics 1, 2 and 3, your own broad/secondary research, as well
as other resources that have been made available, choose an organisation that you may work for, aspire to work
for or admire in some way. Based on that organisation and reflecting on the theory, do the following:
• Introduce the organisations Vision, Mission, Values etc and briefly comment on those, in relation to the
current needs of consumers.
• Do some research about the types of markets this firm operated in and describe the changes you have
identified
• From your markets discussion and research there will be a number of specific target markets who the
organisation is targeting. Discuss how they are segmenting and how well they understand the profile and
motivations of at least 1 segment.
• Based on what you know about the organisation, its markets and customers do a brief competitive analysis
for the identified target customer group present this in a table and prioritise competitors to the business
• Conduct a Pest / Pestle analysis for the organisation
• Based on what you have learnt about the firm develop a concise SWOT analysis for the organisation (use a
table to report findings)
• Finally, develop a list of critical issues you have identified are facing this organisation (3 – 4 points, driven
from the SWOT) and develop a bÕÉ≠†Њ†rief list of recommendations (focusing on company’s marketing mix) that
the firm can action.
Note:
• Please remember this assessment should be submitted as a report format (although, executive summary is
NOT required). Please check report writing guidelines carefully.
• This is a business style report and should be developed with a range of headings and subheadings through
your argument. It is expected you will use table of contents, graphics and tables as part of a good communication
document.
• Prescribed text: Reed, P. (2015) Startegic Marketing: 4th Edition, Cenegage Australia, ISBN: 9780170241236
(Cengage Learning)
Topics 1, 2 and 3 cover the following:
• What is Strategic Marketing? How has Marketing Evolved
• Why is Marketing Important? The driving force: Vision/Mission /Values, Marketing in the contemporary
environment and CSR
• The External World: Market Environment, Competitors & Customers, Segmentation Positioning and Targeting
• The Internal world: Vision/Mission/Values/credos, Organisational Resource Base and SCA (Sustainable
Competitive Advantage)
