29 Jun Research and write a situation analysis for your chosen brand
Question
Situation Analysis
This first assessment is designed to assist in identifying any problems students may be having early in the course. It will also give us a good idea of your current knowledge of marketing fundamentals.
This Situation Analysis provides a scaffold into your marketing plan, the major assessment item in this course. It is designed to get you researching, analysing and thinking about the chosen categories for the marketing plan: chocolate or cider/beer. You can start on this assignment as soon as you want, and the best way to start is by observing the categories (i.e. Chocolate; or beer/cider brands) in retail stores.
Weighting: 10%
Length: 1,000 words (+/- 10%), excluding references and cover page.
Presentation: Your report should use headings, be typed in Times New Roman 12 point font, use double-line spacing and have 25mm margins.
Task: Research and write a situation analysis for your chosen brand, in either category of Pet Carer or Beer/Cider brands/ or choclate brand.
Your chosen brand should be one that could benefit from repositioning (so don’t choose the leading brand in the category). You need to justify why you chose that particular brand.
To get a quick overview and help select a brand, visit different types of retail outlets (chains vs. independents), and observe the category on the shelf (e.g. numbers of brands, amount of shelf space and which shelf level, packaging, promotions, etc).
This assignment requires further research, critical analysis, and writing skills, so start early, and as soon as possible.
Introduction
The introduction should give a brief background to the brand and company, and the reason why you selected it for repositioning. For example, the brand might be “old and tired”, a new brand that could benefit from better packaging, or a brand whose main target market is shrinking in size, and so on.
Situation Analysis
The situation analysis should review the internal and external factors that could affect the brand, in either a helpful or harmful way. An outline of topics you might include follows below but remember that the word limit is strict (1,000 words +/- 10%). Therefore, the skills required here include being able to summarise your research, and write succinctly. You also may not be able to locate information on all topics, so focus on the critical facts that you discover in your research.
Internal Environment
Organisation (eg. small and independent or backed by a parent company, years in business, location, current product range, prices and distribution outlets etc)
People (eg. size of the company etc)
Processes
Current data on brand performance (eg. sales, market share etc)
Micro-Environment (External)
Market Analysis (size, nature eg oligopoly, market trends and characteristics etc)
Customer Analysis (customer needs, buying behaviour etc)
Competitor Analysis (eg. identify the main competitors in the category, direct/indirect, market shares if available etc)
Macro-Environment (PESTLE Analysis)
Political forces/ Legal and regulatory influences (eg. Federal laws, Trade Practices Act, Regulating bodies)
Economic trends
Sociocultural trends (eg. changing consumer demands, demographic trends)
Technological changes
Environmental factors
SWOT analysis
In this section, identify the Strengths, Weaknesses, Opportunities and Threats for your brand/organisation. Remember the strengths and weaknesses are a part of the micro-environment and opportunities and threats are part of the macro-environment. You can use factors identified in the PESTLE analysis in your SWOT but in general your SWOT will carry more information.
You should generate several entries for each quadrant of the SWOT. Some of those items will have more potential impact on the brand than others, so rank your entries from most to least important. (The same thing applies to your PESTLE analysis). This can help guide your formulation of a strategy for the brand, i.e., what are the most critical factors and needs for this brand?
Marking Criteria
The marking criteria are:
1. Presentation: 2 marks
2. Clear expression: 3 marks
3. Research and referencing: 5 marks.
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