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ASSESSMENT 1 BRIEF
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Subject Code and Title
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MKT600/MKT6002 Marketing
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Assessment Task
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Situation Analysis
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Individual/Group
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Individual
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Length
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Up to 1500 words
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Learning Outcomes
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The Subject Learning Outcomes demonstrated by successful completion of the task below include:
a) Outline and implement the marketing research process and identify a range of methods of gathering, storing and using data.
b) Critically evaluate the relation of marketing process with the resources of an organisation and client needs with
regards to the creation of value for the organisation.
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Submission
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12-week delivery
Due by 11:55pm AEST/AEDT Sunday end week 4. 6-week delivery
Due by 11.55pm AEST/AEDT Sunday end week 2.
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Weighting
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25%
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Total Marks
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100 marks
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Assessment Task
This assessment requires you to complete a 1,500-word situation analysis of a company that includes an analysis of the external marketing environment, the internal marketing environment and the industry.
Please refer to the instructions for details on how to complete this assessment.
Note: The company you select for analysis in Assessment 1 will also be used to complete Assessments 2 and 3. The situational analysis you create in Assessment 1 will be used to complete Assessment 3.
Context
A Situation Analysis is the process of collecting information on the internal and external environments to assess a firm's current strengths, weaknesses, opportunities, and threats and to guide its goals and objectives. A situation analysis comprises an analysis of the micro-environment, macro-environment, and industry analysis.
The micro-environment analysis involves scrutinising a company’s internal environment and specifying strengths and weaknesses. In contrast, macro-environment analysis involves examining a company’s external environment, identifying political, economic, social, technological, legal, and environmental dimensions that will assist in specifying opportunities and threats.
Changes within the macro-environmental forces are outside of an organisation's direct control, requiring it to adjust its marketing strategies to capture emerging opportunities and minimise potential threats. The industry analysis involves using Porter’s Five Forces model to analyse a company’s understanding of its position relative to other companies.
This assessment is designed to help you develop and demonstrate your ability to:
• Clearly articulate your understanding of marketing concepts and principles within the context of evaluating an organisation's overall situation.
• Critically analyse the relationship between marketing theory and real-world practice.
• Conduct research to generate meaningful marketing and strategy insights.
• Apply appropriate business report writing conventions.
• Identify and recommendstrategies based on a SWOT analysis.
Please refer to the Instructions for details on how to complete this task.
Instructions
You have two options for selecting a company for your situational analysis.
• Option 1:
You may use a company you’re currently working for or have worked for previously on either a full- time or part-time basis. You must de-identify the company name in your assessment if using an existing company.
Note: Any material submitted as part of your assessment must ensure that it does not breach any of the Host Organisation’s rights, including with respect to maintaining confidentiality and sensitivity to the information shared.
• Option 2:
Use the company case study provided in the Assessment 1 section on MyLearn.
Write a situational analysis in business report format based on either Option 1 or Option 2. Your analysis should demonstrate your understanding of marketing principles and ability to apply them to real-world business contexts.
Your report should include the following sections:
Introduction
Provide a brief overview of the chosen company, including its core business activities, its products or services, and the industry it operates within.
Body
1. Value proposition
Discuss the company’s value propositions, core brand values, and buyer behaviour relevant to its target market.
2. Microenvironment analysis
Analyse the company’s microenvironment, including internal factors (the company itself), suppliers, intermediaries, relevant publics, customers, and competitors.
3. Macroenvironment analysis
Use the PESTLE framework (Political, Economic, Social, Technological, Legal, and Environmental) to analyse external macro-environmental forces that may impact the company’s strategy and capabilities to serve its target markets.
4. Industry analysis
Apply Porter’s Five Forces Model to assess the competitive dynamics of the industry in which your company operates.
5. SWOT analysis and strategic implications
Identify key strengths, weaknesses, opportunities, and threats (SWOT) for the company.
Based on your findings, recommend appropriate strategies to leverage strengths, overcome weaknesses, seize opportunities, and mitigate threats.
Conclusion
Summarise the key insights from your analysis, particularly those derived from your SWOT, and reflect briefly on their strategic implications for the company.
Your report should include a reference list on a separate page. Use appropriate in-text citations using APA 7th referencing convention.
You are strongly advised to review the Assessment Rubric before you begin. The rubric outlines the specific criteria your work will be graded against and provides a clear understanding of what constitutes a successful situational analysis. Referring to it as you plan, write, and review your report will help ensure your submission meets expectations and aligns with the learning outcomes.
Before you begin writing, take time to collect relevant and up-to-date data on your chosen company and its external environment. Support your analysis with high-quality academic references from reputable marketing journals and textbooks to strengthen your arguments, insights, and recommendations.
Use the suggested structure throughout your report to maintain logical flow and cohesion.