Company Name: Aussie Biscuits
1. Identify and analyze the market for particular service of product
2. Explain and justify how the social enterprise was developed and for what market
3. Analyze the importance of creativity and initiative undertaken to develop a competitive social enterprise
4. Critically assess and evaluate the marketing plan
5. Evaluate impacts such as financial, social and political issue which may impact on marketing plan
6. Demonstrate commercial awareness of product/service provision
7. Identify and compare relevant market trends and analyse the implications of market and environmental trends
8. Apply the 4Ps strategies and explain feasibility ensuring consistency with analysis of the market as well as providing recommendation for strategy
Relevant tools/concepts:
Situation analysis that contains:
1. Macro-environmental analyses: PEST analysis
2. Micro-environmental actor analyses: company, customers, public, supplier, marketing intermediaries and competitors
3. SWOT analysis
4. Other relevant analyses: business performance, objectives and strategies
Structure:
1. Introduction
(Outline a brief introduction about the company, product/service and activities. Establish the context of this company/organization from the view of social enterprise. If it is also a commercial enterprise, introduce this organization's commercial activities).
2. Macro-environmental analyses
(Purpose: to show changes that affect the industry. Secondary data like ABS, publication and the other industry reports must be used to substantiate arguments)
3. Micro-environmental actors
(Purpose: to show how all actors affect value creation, communication and delivery)
4. Analysis of the company's marketing plan
(Purpose: to critically analyse the company's offerings and strategic elements such as STP and marketing mix variables meeting the objectives; and to critically analyse how marketing mix variables are connected to support their positioning strategy)
5. Conclusion and recommendation
(Conclusion must include key findings of the above analyses. Recommendation is in line with conclusion. Outline the justification)
OTHERS:
1. Relate to the theory
2. Refer to textbook: • Kotler, P, Armstrong, G, Adam, S, Denize, S & Stewart, A 2015, Principles of Marketing, 6th edn, Pearson Education, Frenchs Forest, NSW, Australia.
3. Use the tools discussed
4. Please consult the student handbook for plagiarism policy
5. Please target a 10% maximum similarity index
6. Formal writing style
7. Formal writing structure: title page, table of contents, headings/sub-headings, in-text references and a reference list