MKTG7512 - Developing Competitive Strategies Based on SWOT

Assignment Task

Select a focal product OR product line from a company/firm of your choice, conduct a situational analysis (SWOT) of the company, evaluate the industry competition (Porter’s five forces model), identify the market segments and target consumers, the customer positioning (perceptual map) of the product/product line, and provide recommendations on the potential repositioning of the product or product line.

The report should include the following components:

(1) A cover page, which includes the title of the report (e.g., “An analysis of xxx”), course code, your name, and student ID (1 page) (2) An abstract or executive summary of the report 

(3) (From here starts the main body of your report): A background section to introduce the firm, the main/core products it offers, and the focal product /product line your case study focuses on

(4) A situational (SWOT) analysis of the company

(5) An analysis of the industry competition based on Porter's five forces model (2 pages) (6) Analyse the segmentation (or segments) of the consumer market

(7) Select two key product attributes of the focal and competing products and construct a perceptual map onto which the four products are located (2 pages) MKTG7512, Sem1, 2024

(8) Compare and contrast the current positioning strategy of the firm on the focal product, and offer recommendations on possible repositioning of the product or the development of a new product. Develop a slogan for the repositioned or new products

Background section

• A brief introduction of the firm and the main/core products it offers
• Explain why you chose this firm (e.g., undesirable market performance, good market performance but potential for improvement of expansion, self-interest [you are the consumer of the firm/brand/products

Analysis

• Provide an overall assessment for each force (e.g., the overall entry barrier is high/low, hence reducing/intensifying competition)
• Provide an overall assessment of the intensity of the overall competition in the industry (e.g., high, low, moderate, averaged across the evaluation of each force)

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