mkt600 in 2000 words

Template for Assessment 1 – Situation Analysis

Executive summary – in this section, students should discuss succinctly the research

problem, overall objective/purpose, scope of the study, findings and implications of the

findings for the senior management of the organisation.

Introduction – students should tease out the key issues/concepts related to the topic, brief

but a comprehensive background of the organisation, define the research problem, scope of

the study, analytical framework/approach and an overall structure of the report, describing

subsequent sections of the report.

Analyses of External Environment (PESTLE) – students should use the PESTLE framework

and articulate the political, economic, social, technological, legal and ecological

environment shaping the macro environment of doing business. In discussing the external

environment, students should supplement relevant data on each of the PESTLE dimensions

and link these data/translate to their chosen organisation. Student who haven’t either

provided relevant data or interpreted the data to demonstrate the effects on their chosen

organisation should be marked down.

Analysis of Internal Environment – students should discuss the company (i.e., mission,

vision, objectives, business portfolio, market position etc.), suppliers, intermediaries,

competitors, publics and customers to articulate the internal/microenvironment of the

business.

SWOT/TWOS – this is the most important section of the report where students should

synthesise the discussion of external and internal environment to list out strengths,

weaknesses (summary of internal environment analysis), opportunities and threats

(summary of external environment analysis). The most critical part is to articulate

appropriate strategies drawing from strengths to capture opportunities, to overcome

weaknesses and to defend from threats. Students aiming for a Distinction/High Distinction

should be able to articulate this section in a compelling manner.

Conclusion – students should reiterate the research problem, overall objective and

summarise the findings to illustrate strategic implications of the findings for the senior

management of the organisation.