MKT600/MKTG6002 - Marketing Theories & Principles of Customer Analysis - Marketing Assignment Help

Assignment Task -                 
 

Learning Outcomes

a) Critically evaluate underpinning marketing theories and principles and employ appropriate research process to collect, store and use of data to generate customer insights; 

b) Critically evaluate customer needs to create value for customers by deploying the resources of the organisation in best possible ways.

Objectives: 

• To develop an understanding and appreciation about the influences of micro and macro environmental actors and forces that affect an organisation's ability to serve the needs ofthe target market; 
•    To develop critical analytical ability to gather and analyse relevant data to facilitate decision making; 
•  To develop foresights to predict industry trend and tailor the organisation's practices to respond to the changing situation. 

How the assessment fits into the subject/course: 

Marketing in the 21st century has evolved profoundly which is a critical element of business  administration. The design of marketing plans is integral to business organisation and the  assessment of this subject aims to provide students with the opportunity to apply the  knowledge to develop effective marketing strategies. This assessment requires the students to  analyse overall situation of the business prior to developing a marketing plan. The students will  then continue to work on the same organisation to develop a complete marketing plan in their next  assessment. A short scenario is given below to help students address the tasks involved in the  assessment 1. 

Assessment 1 requires students to undertake the SWOT/TOWS analysis of their chosen  organisation from the list of organisations provided. Students are advised to consult the  IBISWorld database through Torrens Library to do the preliminary research to gain a  comprehensive knowledge about the industry in which their chosen organisation belongs to.  The assessments 1 and 2 are interlinked where students need to summarise the situation  analysis from their assignment 1 while discussing this section within the assessment 2, the  marketing plan. 

Instructions: 

This assessment task requires you to develop a Marketing Environmental Analysis that comprises  both the micro-environment and macro-environment. The micro-environment analysis involves a  scrutiny of internal environment that facilitates specifying the strengths and weaknesses, while, the  macro-environment analysis requires the scrutiny of demographic, economic, natural,  political, technological and cultural (DENPTC) dimensions which will assist in specifying the  opportunities and threats. Changes within the macro environmental forces are outside of an  organisation's direct control requiring an organisation's marketing strategies to be adjusted to  capture emerging opportunities and minimise any potential threats.  Therefore, in this assessment task you will need to: 

Therefore, in this assessment task you will need to: 

• Articulate your learning about marketing concepts and principles covered from Module 1 to 3.1 to demonstrate your level of understanding to evaluate the organisation's overall situation; • Critically analyse the link between marketing theory and practice; 

• Demonstrate research skills to reveal the insights; 

• Apply appropriate business report writing skills; 

• Discuss appropriate strategies with regards to your SWOT analysis. 

Tasks: 

1. Discuss the value propositions, core brand values and buyer behaviour of your chosen organisation; 

2. Analyse the micro-environment (the company, suppliers, intermediaries, relevant publics, customers and competitors); 

3. Analyse the macro environment, that is, demographic, economic, natural, political, technological and cultural (DENPTC) forces to demonstrate their impacts on your chosen organisation's strategies/capabilities to serve the target market (s; 

4. List the strengths, weaknesses, opportunities and threats (SWOT) as well as suggest appropriate strategies by incorporating the TOWS matrix to draw from strengths to capture opportunities, to overcome weaknesses and to defend from threats. 

Note: Take time to gather relevant data about your chosen organisation as well as the broader external environment in which the organisation operates. Find good quality academic references from high quality marketing journals and text books to substantiate your arguments, suggestions and explanations. Use relevant headings/sub-headings to ensure a cohesiveness and logical flow of the report. 

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