Assignment:
Task
The next stage of the marketing audit is for you to consider the market for your organisation and evaluate the opportunities and threats that exist for your chosen organisation.
NB: if you have a number of markets it is a good idea to focus on just one.
Incorporating theoretical concepts into your discussion from (expanded in Interact 2 and Adobe Meetings) of the text, and with the use of other theoretical sources and secondary research, please discuss the following:
1. Briefly describe the industry market for your organisation and evaluate current trends in:
a. Growth
b. Profitability
c. Macro environment ( PESTLE factor). Please place PESTLE in an appendix, it will not count as part of your word count.
2. Describe the nature of competition in your industry. Explain and analyse your organisation's place in the market by comparing and contrasting its strengths and weaknesses to your main competitor.
3. Outline and examine the major market segments for your organisation and identify your primary, and secondary target markets.
4. Discuss the level of involvement your primary segment is likely to have towards your organisation in terms of the decision making.
5. Taking into consideration the primary segment, their level of involvement and the competition, create a positioning map for the market place.
More information on how to complete this assessment will be provided on Interact 2
Rationale
The aim of this assessment is to develop your understanding of marketing auditing and for you to consider the marketing and evaluate opportunities and threats. This assessment assesses the following learning outcomes:
LO2: be able to find relevant and important information about organisations, their industries and marketplaces from secondary sources;
LO 3: be able to evaluate the key marketing aspects of segmentation, targeting and positioning (STP) and be able to analyse an organisation approach to STP.
Presentation
Report format should be used for Assessment Two. However, you do not need to include an executive summary for the second assessment
Use an abbreviation of the questions as your section headings: i.e. (1) Industry trends, (2) Market segments overall, (3) Primary segment and decision making, (4) Competition, (5) Positioning map for organisation.
Referencing should use APA 6th edition- see CSU library for tutorials and guide
Requirements
For this assessment APA referencing format is required. For guidance in the use of this referencing please see the CSU Referencing website.