Internal Code: IAH88
Topic: Collaboratively develop a sustainable offering and corresponding situation analysis.
Use creative problem solving (CPS) principles to collaboratively develop a concept for a new or improved sustainable offering and provide a situation analysis for the offering.
To simulate an authentic client-based situation, we suggest you adopt the persona of a marketing consulting company or of the marketing unit within the organisation proposing to launch the offering. Make any necessary assumptions about the organisation behind the market offering (e.g. strategy, size, structure, culture) to ensure that you can proceed to planning the commercialisation step, of which your marketing plan is an important part. As indicated above, your chosen offering may relate to an existing organisation.
We would welcome a real ‘client-based’ project if you can scope it to the demands of the assessment task. Study the relevant Study Guide (SG) topics (as indicated in the brief) before commencing the assignment.
Undertake appropriate desk research, e.g. using SCU Library databases, such as Proquest for article searches, and reference correctly.
Set-out your work using the headings below – one wiki page per heading. All headings should appear as links on your Ass3 wiki page, which is (in turn) linked to your group wiki home page:
1. The new/improved sustainable market offering (Topic 3, especially SG Activities 3.10 and 3.11)
1.1 Apply CPS
Apply each of the five pre-implementation CPS steps to identify a sustainability-oriented consumer or marketing problem and start working toward a potential new or improved sustainable offering to address the problem. Week 3 Tutorials will support you with CPS required for developing your initial sustainable marketing offering concept. We recommend you complete your first wiki draft of this part by Week 5. As per Titus (2000), the five pre implementation CPS steps for concept development are:
i. Problem identification:
ii. Problem delineation:
iii. Information gathering:
iv. Idea generation:
v. Idea evaluation and refinement:
1.2 Profile the sustainable market offering, e.g. in terms of:
1. Nature– what combination of product, service and/or experience (Topic 1)
2. Type – industrial or consumer good (Topic 1, preview Topic 5)
3. Value provided (utility created) to customer/end-user to address their unmet needs; discern between core, actual and augmented levels of offering (if applicable) (Topic 1,3; preview Topic 8)
4. Sustainability benefits – economic, social, environmental (Topic 3)
5. Existing brand perceptions (if applicable) (Topic 3; preview Topic 8)
6. Information needs to be filled and an outline of the marketing research (secondary, primary) required to do so (Topic 4).
2. Situation analysis of the selected sustainable market offering
This section of the report elaborates on those parts of Section 1 that relate to the final chosen market offering positioned on sustainability. It comprises three parts and draws on various Study Guide topics:
2.1 Environmental analysis (draw on Topic 2)
An assessment of current external macro- and micro environmental factors pertinent to the future of the sustainable offering:
1. Main issues and trends within political/legal, economic, socio-cultural, technological and ecological (PESTE) macro environment
2. Competition: main direct and indirect competitors (e.g. in terms of their size, goals, market share, product quality, marketing strategies and other characteristics that are needed to understand their intentions and behaviour). Focus on their key competitive advantages and weaknesses. How are they positioned?
3. Suppliers and intermediaries: main issues and trends
4. SWOT analysis:
A. Describe the sustainable offering’s internal strengths (things it does well) and weaknesses (things it does not do well).
B. Describe the opportunities and threats in the external environment that would influence the prospects of the offering.
C. Assess how strengths might be matched to opportunities to produce leverage.
D. Assess the problems that result when environmental threats attack weaknesses in the offering.
E. Anticipate how internal weaknesses or limitations may prevent the offering from taking advantage of opportunities.
F. Anticipate how strengths might be used to used reduce the vulnerability to threats.
5. Information needs to be filled and an outline of the marketing research (secondary, primary) required to do so (draw on Topic 4).
2.2 Market and customer analysis (draw on Topics 4 and 5)
1. Consumer or business market
2. Market type: potential (interested customers), available (interested with income and access to offering), qualified (available and suitable on other criteria, such as age) and target (qualified and to be served) and penetrated (current buyers)
3. Customer need
4. Market growth, market share (if applicable)
5. Influences on consumers (e.g. cultural, social, personal) or business customers (e.g. size, industry, growth, resources, supplier relationships)
6. Information needs to be filled and an outline of the marketing research (secondary, primary) required to do so.
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