Case Analysis Case: Altius Golf and the Fighting Brand - Management Assignment Help

Assignment Task:

Task:

There are 2 parts to the task.
Part A: Situational Analysis which consist of:
? 1.1 External Analysis
? 1.2 Internal Analysis
? 1.3 additional theories for Part B
Part B: Using part A result, generate report based on the format provided in part B.

? There is an excel spreadsheet file provided separately to help in strategy evaluation.
? There another excel spreadsheet file for the case data

Note: This case analysis should only be analysed based on the case time and marketing knowledge and theories. NO academic/ journal article is required.
Please use appropriate tables, graphs, and charts to present the results, performance, and evaluations.
Word limit: 4,000
APA Style

Part A.
Situation analysis
1.1 External Analysis
• Market: size, growth, structure, trends impacting on the market
• PESTLE: Political, Economical, Social, technological and Natural trends and impacts
• Porter’s Five Forces Model/ Who has a strong bargaining power?
• Identify the Key Success Factors for the industry
• What are the major generic competitive strategies (e.g. cost leadership, differentiation, focus on niche market)?
• Competition: who they are, who their customers are, strengths and weaknesses
• Customers: 5w1h, market segmentation
• Diffusion of Innovation Curve
• Perceptual Mapping

1.2 Internal Analysis
• Company: capabilities, financial performance, human resource management, objectives in terms of profit, sales,
• market share etc.
• An assessment of the firm’s current goals, objectives, performance, and how well the current marketing strategy
• works - What is the underlying logic of the firm’s current strategy?
– What is its competitive strategy?
– Positioning relative to competitors?
• Review key organizational resources: Identify sources of competitive advantage
• Marketing Mix: Analyze the firm’s current marketing mix strategies – identify matches and mismatches or gaps
• across their marketing strategies
• Product Core value/Product offering
• Distribution strategy/channel structure
• Pricing strategy
• Promotion & Communication strategy
• SWOT/TOWS (use prioritised method)
• Porter’s Value Chain
• Product Life Cycle
• BCG Matrix

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