The assignment requires a written business report of no more than 2500 words.
You will be allocated one of the Australian Industries listed below:
1. Fast Food Industry
2. Soft Drink Industry
3. Confectionary Industry
4. Airline Industry
5. Fashion Industry
6. Car Industry
7. Weight Loss Industry (diet)
8. Alcohol Industry
9. Coffee orTea
10. Tourism
11. Sport or Health Drinks
12. Gym Wear
13. Bread
14. Pet Food
15. Dairy
16. Housing
17. Sports or Health Drinks
18. Beauty or Skin Care
19. Cosmetics
20. Uber
There are five sections of this report;
1. Provide asituation analysis of the industry background including size, growth and structure, and identify the major competitors and their market shares.In your answer, the use of models as explained in Lecture 3 (BCG and Ansoff) should also be included. It is advisable that students actually look at the products: see who is buying them and look at their 4P's before starting their assignment. Students are to use the 5C' approach in their analysis.
a. A review of the marketing macro environment and the forces that shape it in the industry selected. You will need to examine each macro factor and identify the opportunities and threats it presents to marketers. Each factor will have at least two references explaining it.
2. Discuss the level of involvement for your primary and secondary segment are likely to have towards your organisation in terms of the decision making. In other words, perform a consumer audit on each of the segments. Your answers can be put in a table in your appendix, but an explanation for both segment should also be included in the main body. Students are expected to include an explanation of both the internal and external influences affecting the buying behaviour of each segments.
a. Complete a buyer decision process for the segments under investigation.
3. Once you have an understanding of the marketing factors impacting on the particular industry, you will need to analyse their segmentation methods. Clearly explain why segmentation has been applied to your selected industry for the two segments (target markets). In your explanation include 3 demographics, 2 behavioural, 2 geographic and 1 psychographics variable and explain why in your report. Discuss the different strategies used by the company in each of thesegments.
4. At the end of this, a positioning map (Labelled) explaining the strategy suggested and the variables used (not quality and price). The student should seek to explain any USP or competitive advantages the company possess which has enabled them to enter the segments you have previously identified.
5. Recommendation - what should the industry concentrate on in the future. This answer should be based on your analysis as described above.
There should be ample evidence of research and preparation (A minimum of 15 references and citations should be included in the bibliography). Marketing texts will provide you wish a good basis for the theory, whilst industry reports, newspapers, magazines and company websites will provide you with specific examples. No use of Wikapedia, MBA.com or equivalent to be used in the report. There will be consequences if they are included in terms of mark reductions.
Situation Analysis (the 5C model)
In order to profitably satisfy customer needs, the firm first must understand its external and internal situation, including the customer, the market environment, and the firm's own capabilities. Furthermore, it needs to forecast trends in the dynamic environment in which it operates.
A useful framework for performing a situation analysis is the 5 C Analysis. The 5C analysis is an environmental scan on five key areas especially applicable to marketing decisions. It covers the internal, the micro-environmental, and the macro-environmental situation. The 5 C analysis is an extension of the 3 C analysis (company, customers, and competitors), to which some marketers added the 4th C of collaborators. The further addition of a macro-environmental analysis (climate) results in a 5 C analysis, some aspects of which are outlined below.
Product line
- Image in the market
- Technology and experience
- Culture
- Goals
Collaborators
- Distributors
- Suppliers
- Alliances Customers
- Market size and growth
- Market segments
- Benefits that consumer is seeking, tangible and intangible.
- Motivation behind purchase; value drivers, benefits vs. costs
- Decision maker or decision-making unit
- Retail channel - where does the consumer actually purchase the product?
- Consumer information sources - where does the customer obtain information about the product?
- Buying process; e.g. impulse or careful comparison
- Frequency of purchase, seasonal factors
- Quantity purchased at a time
- Trends - how consumer needs and preferences change over time
Competitors
- Direct or indirect
- Products
- Positioning
- Market shares
- Strengths and weaknesses of competitors (2 major competitors only)
2500 words
10 references
Topic Selected: Gaming Industry (It's not mentioned specifically in the list, yet I selected gaming industry.)