Marketing

MKTG1001 Group Situation Analysis Report Structure and Outline:

· Cover Page

· Title Page

· Executive Summary (summarises the whole report) – not included in word count

· Table of Contents – not included in word count

· Introduction to report and company

· Market/Customer Situation:

· Industry and market/product they compete in. Trends in this area. Use ABS.

· Target Markets – use STP theory (what segmentation variables are used, and what is this segments size growth and attractiveness, marketing strategy & positioning)

· Consumer behaviour issues – (like motivation, influencers, buyer decision-making process etc...)

· Marketing Mix Situation:

· What is the marketing mix, why is it used – theory. Overall describe how their marketing mix provides value (with benefits outweighing the costs).

· Product – 3 levels of a product and product offering (goods, service, experience etc.., what needs/wants/demands are fulfilled

· Price – State the pricing strategy (cost-based, competition-based, value-based etc...; price ceiling/price floor. Elasticity of demand)

· Place – physical locations where sold distributed; the distribution channels used; is it traditional or a VMN?

· Promotion – What is the strategy, message & positioning? Does it use traditional marketing or an IMC program? What forms/types/methods of promotion are used?

· Process – moments of truth? High or low level of involvement?

· People – staff interactions with customers (inseparability, variability; level of involvement)

· Physical Evidence – tangibility aspects. Positioning and perceptions.

· Competitive Situation:

· size, strategy, market share, product quality and other considerations that indicate their intentions and behaviours.

· Comparisons between Point of Difference and Point of Parity within the marketing mix, positioning and target markets.

· Macro-environment:

· Demographic trends and its impact on current or potential target markets

· Economic trends and its impact on how and what customer spend, and its effect on sales and the company

· Natural trends – natural forces/disasters, shortages of raw materials, impact of company on the environment

· Political trends – laws, regulations, stability, government interventions, barriers to entry/exit etc..

· Technological trends – new technologies that can/do affect how the company operates in any way (e.g. online banking, manufacturing technologies, security, social media etc...)

· Cultural/social trends – forces that affect how consumers are influenced by society and culture. Include Consumer behaviour theories here (e.g. reference groups, perceptions)

· SWOT Analysis:

· No new information here – it should only be a synthesis of the situation analysis with justification through research or theory

· Conclusion and Recommendations:

· Reiterate the main aspects of the report.

· Provide a rationale for the recommendations using theory (i.e. if you are targeting a new market segment – reapply STP concepts; if you are creating a new product, describe the needs, wants, demands, 3 levels of a product and what the new product offering will be.

· Reference List in APA format – not included in word count

· Appendices (if needed) – not included in word count