BUSM4739 - Marketing for Managers intelligence Assignment - RMIT University

Assignment Task

Overview

In this assessment, you will create a market intelligence report by stating preliminary strategies that will help your selected company to grow. You will select either the Industry Partner provided (refer to the Canvas Assessments page) or a company with which you are familiar (to be confirmed by your facilitator in Week 1) as your context for this Assessment. You will need to refer to this same context for all three assessments in this course.

You are required to conduct intelligence research of internal and external factors and forces that are influential to your chosen context. To do this, you will need to apply several marketing activities taught in the course. By applying your knowledge to a real-world problem presented by your chosen context, you will be able to demonstrate your understanding of the theories from the course and justify your proposed growth strategies. This research will form the basis of your next two Assessments.

Purpose

The purpose of this assessment is to conduct research and analysis that enables you to evaluate the strengths, weaknesses, opportunities and threats (SWOT) of your chosen context. This is the first part of a marketing plan where external market influences and internal organisational resources and capabilities are assessed, to inform marketing opportunities for the organisation.

Once completed, you will receive written (on Canvas) and verbal feedback (discussed in webinar) to help you to prepare for Assessments 2 and 3. Information from Assessment 1 will further help you to develop a strategic value proposition (Assessment 2) and marketing communication report (Assessment 3) relevant to your chosen context.

Introduction

In this assessment you are required to act in a capacity as a marketing manager to perform a marketing situation analysis by gathering publicly available information about the Industry Partner or selected company’s internal situation and external factors/trends that are currently taking place in the market/industry. 

Task

All findings and information discussed in each step below needs to be referenced and justified using evidence-based literature. 

Step

1: Choose a company as your context for all three assessments in this course. You have two options: OR

• Use the company outlined in the 'Industry Partner brief' provided in Canvas
• Use the "Alternative company selection criteria" provided in Canvas to choose a company you are familiar with. This will need to be approved by your tutor by the end of Week 1.

2. Conduct an external analysis on your chosen context. To do this:

• Define the industry/market in which they are currently operating, the source, and present some publicly available quantitative and qualitative data about the industry.
• Analyse the industry/market by applying a PESTLE analysis model to discover some market forces and trends that may have major implications for them. Refer to activity 1.3.0 for support
• Analyse the current/existing customers. You can draw your information from the literature and scholarly materials. In this consumer research, you will need to identify major factors that affect them and their buying decisions, needs and desires. Refer to activity 2.2.0 for support

3: Conduct an internal analysis on your chosen context. To do this:

• Gather all publicly available information about them, particularly regarding their brand purpose and current value proposition. Refer to activities 3.2.0 and 3.3.0 for support.
• Present a comprehensive description of who they are, their purpose in the market, their resources and capabilities, their current promises to customers and their competitive advantages in the industry/market.

4: Summarise the internal and external analysis of your chosen context into a SWOT analysis. To do this:

• Present your internal analysis (Step 3) to inform the content of your analysis of their Strengths and Weaknesses, and your external analysis (Step 2) to inform their Opportunities and Threats. Refer to activities 1.4.0 and 3.4.0 for support. Step 5: Conduct ideation on your chosen context. To do this:
• Convert your SWOT into a TOWS matrix. This will provide you with several strategies that you might find useful for them based on the information presented in

5. Remember to take into consideration their brand purpose, resources and capabilities when generating these strategies and elaborate and justify each of the strategies mentioned in the TOWS matrix.

• Based on the strategies generated from your TOWS matrix, use the Ansoff’s matrix to propose product/service-related growth strategies for them. As you did for the TOWS, elaborate and justify the growth recommendations in the Ansoff matrix. Refer to activities 1.4.0 and 3.4.0 for support.

6: Write a comprehensive conclusion for your report, drawing from the content of steps 1-5. 

7: Write an executive summary for your report.

• The summary provides a brief summation of the report’s aim and findings. An executive summary is beneficial for Executives who might not have time to read an entire report but want to understand the main findings/highlights of the report. The executive summary is not an introduction that informs what is to come.
• The reader needs to know exactly what you did and why, and importantly what you found and recommend. The conclusion of your proposed argument (recommendations, or key findings) appears in your executive summary.

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