Marketing Fundamentals Marketing Environmental Scan Report Assignment
Learning Outcomes
a) Reflect on the evolution of the marketing concept
b) Outline the elements of the marketing process.
c) Analyse the social, cultural, global and environmental responsibilities of the professional marketer.
d) Demonstrate an understanding of analysis, problem solving and communication skills in marketing.
Assessment Brief: Project Report
Team's analyses should include:
a. A brief background Information on the Company and selected Product/Service
b. Situation Analysis that:
i. Examines forces and identifies key changes in the marketing environment that may influence both marketers' and customers' decisions including economic, political, legal, socio-cultural and technological factors.
ii. Includes a SWOT Analysis based on factors identified from your Situation Analysis of the Marketing Environment (Opportunities/Threats) and any relevant internal factors (Strengths/Weaknesses).
c. Competitive Analysis of 2 competitor Product/Services, including why or what makes they are competitors to the Product/Service under review.
Discussion in this section should also cover off whether the Competitors are considered to be superior/inferior to the Product/Service under review.
d. Consumer Buyer Characteristics including the level of involvement of consumers that purchase the Product/Service, identify situational, psychological and social influences on the buying decision process.
e. Any information that is obtained from secondary sources (i.e. books, journal, newspapers etc.) must be correctly referenced. This should include in-text citations and an alphabetical Reference List.
f. Relevant subject concepts that have been explained and used.