Assume you are the new marketing manager of a 'real-world' company hat operates in Australia, providing a key product. You have been asked o familiarise yourself with the corporate objectives of the organisation. nd contribute towards the marketing strategy to achieve those orporate objectives. The focus of this assignment is on the steps preceding the formulation of marketing strategy, namely the Audit.
You must choose either an Australian company that operates at the ational or international level OR the Australian operations of an nternational company. Do not choose a small-sized company, unless you ave access to information required to complete the task. Contact the ecturer in the first class on the appropriateness of your choice.
• The aim of the report is not to persuade the reader on how great he organisation you chose is: rather, you need to critically evaluate the rganisation.
Task-1:
Analyse the context and environments in which your organisation operates, and quantity the trends that are identified.
The environment refers to the macro-environmental forces impacting on the industry. Contexts normally associated with macro-environment analysis include a company looking at industry trends; a business looking at product trends driven by consumer preference; evaluation of a brand's market position relative to industry changes: a geographically defined usiness such as the subsidiary office of an overseas company; a mpany needing to identify opportunities for entering a market or ountry; and a business seeking to identify opportunities and threats in cquiring another company. To quantify the trends that are identified. use importance weights for each environmental dimension and rank the issues that are identified. Ranking and weighting increases the usefulness of the information to managers, as it prioritises and attaches importance to different bits of information. Use positive/negative scales rank salient trends to help managers better understand a trend's estimated impact. You can reduce the data further by weighting each macro-environmental force/dimension using weights of 0.0 to 1.0 - the sum of the weights for the dimensions ways adding up to 1.0. Derive a statistic for each dimension by multiplying the rank of each trend by the eight of each macro-environmental dimension and summing the products for each dimension.
Task-2:
Provide a brief overview of the organisation in terms of what it markets, analyse its mission statement, and how its history has shaped the rganisation's development of core competencies. Then, describe the organisation's performance from a financial and marketing perspective. Finally, evaluate the organisation's marketing goals and objectives.
Task-3:
Using relevant frameworks, examine the social responsibility and marketing ethics issues that are relevant for the company and product. How effectively has the company addressed those issues?
Task-4:
Identify the major competitors and their characteristics in terms of size, growth, market share, profitability and marketing capabilities. What is the organisation's competitive strategy within the market?
Identify the critical success factors within the market. What things must e done exceptionally well to operate in the industry? Conduct a SWOT analysis and present the key points. What relevant marketing issues face he organisation?
Task-5:
How does the company want its product and its associated brand to be perceived by its target market, with respect to competition? Include a positioning statement. How does the target market perceive the selected company's product and its associated brand, with respect to competition? Draw multiple positioning and perceptual maps for the target market.