situation analysis

    situation analysis

    Peter Renovare has been a builder for 6 years and has worked a as foreman for a major construction company for 3 years. With I
    partner Brad he intends to start his own business concentrating in building pergolas and decks.
    Situation analysis ( individual)

    The

    situation analysis is designed to enable you to conduct a situation analysis of an industry
    sector, an important aspect of analysing both

    the uncontrollable environment and target

    markets to prepare a marketing audit or a marketing plan. This is a skill that will be required
    in many jobs that you may have after graduation. The task will also provide you with generic
    skills in research, report writing and

    critical analysis of information.

    Provide a minimum 3 pages, maximum 4 pages plus references (12 point, single space)
    overview of your

    choice of project. The choice of projects are listed on Moodle in the

    assignment resource section and you can only choose from the options

    provided, any other

    projects need the written approval ofthe tutor, otherwise no mark can be awarded. Think of
    using appendices to

    provide more information like tables and graphs but do not exceed the

    limit of3 pages for your body oftext.

    You need to cover the

    following areas:

    a) size ofthe total industry (number of competitors, size, location, turnover, production,
    sales, employment)

    b) factors

    ofthe uncontrollable environment that impact on the industry

    b) major competitors (market shares, importers, local production, position of

    company in

    comparison to competitors)

    c) trends in the industry (government policy, technological developments, major price
    points

    cl)

    consumer behaviour trends (trends in purchasingltrends in behaviour patterns,

    changes in preferences, trends in distribution)

    f)target

    markets ( industriallconsumer, size, composition, characteristics, how can the

    market be segmented? What are the segmentation

    variables?)

    e) other factors that impact on the industry.

    In your marketing plan (which you will do as part of a team) you can revise your
    shuafion

    analysis.Page 13 of 20

    Australian Government Higher Education (CRICOS)

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    You will also judge

    your own work and attach to your assignment the marking sheet

    indicating how well you think that you have tackled the tasks. You should

    then later

    compare your own assessment with the one that was provided by your tutor. This is

    an important skill to learn to judge your own

    performance.

    Your tutor will judge you on:

    a) the extent and quality of your research -the quantity, variety and quality of sources
    used (eg. ABS, government websites, newspaper articles, magazine articles, reports
    from consultant groups like KPMG, PWC, government

    reports, industry lobby groups,

    data bases like MINT). Generic links will be provided on Moodle but you will have to
    undertake your own

    online research as well. You also will be given instructions on how to

    use the MINT data base. Using Wikipedia or the company’s website

    as the major source

    of information is not considered appropriate for University study.

    b) Use of appropriate reference conventions (A link

    to how to reference properly will be

    provided on Moodle).

    c) Critical analysis and evaluation ofthe sources used

    d) how well you apply the

    analysis to your chosen company
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