University : Laureate International University UniLearnO is not sponsored or endorsed by this college or university.
Subject Code : MKTG6002
Country : Australia
Assignment Task:

Learning Outcomes:

This assessment addresses the following learning outcomes of the subject: 
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 the 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 of the target market; 
• To develop the critical analytical ability to gather and analyse relevant data to facilitate decision making; 
• To develop foresight to predict the industry trend and tailor the organisation's practices to respond to the changing situation.

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 scrutiny of the 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: 
• 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 

Scenario: 
Choose an organisation from the list provided below that intends to expand its business either through new product development or a new business/market development. 

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. 


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  • Posted on : March 11th, 2019
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