Assessment Title: Group Report – Marketing Planning: Situational Analysis, SWOT and Market Segmentation
Assessment Due date : 24th October, Friday midnight
Aligned to
Course Learning
Outcomes:
2. Apply marketing principles to analyse problems and propose
solutions;
3. Identify and explain the elements of a marketing plan;
5. Effectively communicate marketing knowledge in a written
context; and
6. Work collaboratively to challenge and develop ideas.
Purpose and Description The Situation Analysis is designed to assess students’
professional judgement in marketing analysis and reporting
and their capacity to work within a team.
Marketing Plans commence with a thorough current Situational
Analysis and a Market Segmentation Profile.
A marketing situation analysis presents both data and critique on
the current target market, product, distribution, competition and
the macro environment. It identifies marketing opportunities,
threats, strengths and weaknesses.10 | GSBS6005 / Marketing Management and Planning
Purpose and Description It is synthesized to identify the major strengths, weaknesses,
opportunities and threats (SWOT) facing the company / product
line and to highlight emerging issues
A segmentation profile is built to identify each segment that might
be targeted.
Groups of three to five (or as indicated by your lecturer) are
formed by mutual agreement with teaching staff (See Group
Work section 17).
Choose a company from a list below. It is entirely appropriate to
narrow your analysis to a product line where multiple products
exist.
• Woolworths Limited
• AMP Limited
• Telstra Corporation
• Brambles Limited
• Westpac Banking Corporation
Assessment Length 5000 words (+/- 10%)
(excludes executive summary, appendices and references)
Assessment Weighting 30%
Assessment Criteria 1. EXECUTIVE SUMMARY
Description: Summarises the whole report – is not an
introduction.
Weighting: 5%Note: Approx.150 words, not counted in word
count.
2. INTERNAL ANALYSIS
The Strengths & Weaknesses of the firm are developed from
this Internal analysis.
Description:
1. The company/product line overview.
The controllable elements inside the firm that influence how well
the firm operates. These include the firm’s technologies, physical
facilities, level of financial stability, its ability to differentiate/be
better than others with its current marketing strategies, its people
organization structure & culture and processes.
Weighting: 20%
3. EXTERNAL ANALYSIS
The Opportunities and Threats are developed from this
External analysis.
• Market Analysis
Description:
The total market identified; size and growth trends from past
years.
Weighting: 5%COURSE COORDINATOR: Nigel Bairstow | 11
Assessment Criteria
• External Competitor Analysis
Description:
Identify and describe up to 2 major competitors in terms of their
size, goals, market share, product quality & marketing strategies.
Weighting: 10%
• Macro environmental Analysis
Description:
PEST or PESTLE (Political, Economic, Social-cultural,
Technological, Legal and Environmental) Analysis. Brief
summary of broad trends that may bear on product line
Weighting: 15%
4. SWOT
Description:
Summarise the key issues using a SWOT table. Prioritise top
emerging issues with justifications. Sound application of
marketing theories to justify assertions.
Weighting: 20%
5. MARKET SEGMENTATION
Description:
Use four bases of segmentation (geographic, demographic,
Psychographic and Behavioural) to build a segmentation profile
of all segments that might be targeted.
Weighting: 20%
REPORT FORMAT
Description:
Suitable structure and headings; Format (12pt font, 1.5 spacing,
2.5cm margins); In text citations and reference list (APA Style);
Writing – clear, easily read; Language – spelling, grammar,
punctuation; Required length – 5000 words)
Weighting: 5%
TOTAL 100%
Referencing Style: NBS Students
The “Gold Guide” is designed to assist you to understand and
meeting academic requirements, by summarising important points
and providing website links. It gives you essential information on
the basics of academic writing and critical thinking, essay writing,
referencing, business reports, presentations and teamwork. The
referencing style in the “Gold Guide” is APA style which is the
Faculty standard for Business courses. An electronic copy of the
Gold Guide is available. 12 | GSBS6005 / Marketing Management and Planning
Feedback is provided: Feedback will be provided in the form of marks accessible via
Blackboard Grade Centre plus a completed copy of the
assessment criteria / feedback form.
Further feedback may be provided in one or a combination of the
following forms:
i. Verbally
ii. written and provided online
How to Submit: Electronic submission of assessment items is required via Turnitin.
Further Information will
be supplied:
The writing instructions and / or assessment rubrics, and
supplementary readings will be available on the Blackboard site.
The Self and Peer Assessment Resource Kit (SPARK) will be
used to evaluate individual group work contributions. See Group
Work section 17 for further information.