MKTG3004 Marketing Project Individual Phase: Situation Analysis Assessment Answer

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Question :

MKTG3004 Marketing Project Individual Phase Report Requirements for Phases 1 to 4

Department of Marketing

Overall Requirements

This phase report is a situational analysis based on certain criteria. Each person in the group is to undertake one of the four phases.

For this individual assignment, each group member is allocated a specific phase to complete, undertaking research and applying critical thinking to identify the underlying issues and potential solutions for the team to consider as you work towards your final recommendations for Phase 5 as a group.

The analysis must contain the marketing implications of this data presented for our client partner’ as you consider potential new BOS ideas. You do not need to include BOS but you do need to be thinking about potential opportunities as you collect the data and analyse for this report.

This report is to be completed individually and analyzing one of the phases in detail.

Length: 2,000 words (+/- 10%; word count excluding title page, table of contents, reference list and appendices)

This assignment is worth 25 marks.

Late Penalty:

Sometimes unavoidable circumstances occur that might prevent you from submitting an assignment on time and, in that case, you may be eligible to lodge a Special Consideration request.

Unless a Special Consideration request has been submitted and approved, please note that no extensions to assignment deadlines will be granted. Assignments that are submitted late will attract a late penalty:

  1. For every 24 hours that the submission is late, 10% of the total mark awarded will be deducted.
  2. No assignment will be accepted more than 3 days (incl. weekends) after the original due date.
  3. No late submissions will be accepted for timed assessments (e.g., quizzes, online tests) or for tasks with a weighting of 10% or less of the total unit assessment.

Phase 1- Demand Conditions for this Market

ANALYSIS:

Consumption patterns

things you can consider to include:

  1. Industry Map
  2. How much do they buy?
    • Amount of consumption by type and trends,
    • fluctuations and cycles in demand.
    • Consider both B2B and N2C
  3. Who buys and consumes?
    • How is the market segmented? Eg. geographic, demographic, psychographic, behavioural, OR VALS.
    • Customer lifecycle (changes over life-stages of customers)
  4. How, when and where do consumers/customers buy?
    • What is the purchasing behaviour process?
    • Decision making unit (buying process, alternatives considered, information sources, decision criteria, existing knowledge and beliefs etc.)
  5. PESTLE on Demand –including, political, regulations, legal issues, economic, socio- cultural, technology, environment (eg. Health and wellbeing, Attitudes to climate change, etc) and relevant infrastructure (transport, communication, finance etc). How does this affect consumer/customer demand
  6. Buyer Power section of Porter’s 5 Forces, what can we learn about buyer power in this market?

The analysis must contain the marketing implications of this data presented for our client partner’ as you consider potential new BOS ideas in preparation for Phase 5.

Phase 2 – Competitor Analysis and the Nature of the Industry

ANALYSIS:

things you can consider to include:

  1. Industry Map
  2. Identify the kinds of strategy selection used by the Client Partner and their competitors using one or more of the six basic strategies, Porter's Generic Strategies. This can be the starting point for your own custom strategy as you progress to Phase 5 –
    1. Cost Leader with Product Life Cycle Focus;
    2. Differentiation with Product Life Cycle Focus;
    3. Broad Cost Leader;
    4. Broad Differentiation;
    5. Niche Cost Leader;
    6. Niche Differentiator or
  3. Market Positioning
    1. What is the market positioning and differentiation of competitors in the market?

*Include a positioning map

  1. Market positions and strengths and weakness of main competitors and internal environmental issues where relevant such as organisations resources, capabilities, and core competencies (Resource Based View), primarily of our partner and its products/services.
  2. Marketing Mix for the client and the competitors Consider inclusion of:

1.4P’s/7P’s

  1. branding,
  2. product/service design, packaging, before and after sales services
  3. prices, margins, finance and contractual arrangements
  4. logistics,
  5. role of e-commerce.
  6. Cooperative Strategies: consider:

Strategic alliances: that might involve supplier, customer, distributor and complementor relations (including technical alliances, government relations, co- marketing arrangements, sponsorship, trade associations, etc.)

  1. PESTLE affecting competition within the industry including:
    1. socio-cultural,
    2. economic
    3. political, government and regulations (taxes, tarriffs, trade practices act),
    4. technology,including standards bodies, professional bodies and relevant infrastructure (media, transport, finance etc.)
    5. environmental issues such as climate change and CSR strategies
  2. Use the ‘Barriers to Entry’, ‘Internal Rivalry’ and ‘Substitute Products’ analysis of

Porter’s 5 Forces for the industry.

The analysis must contain the marketing implications of this data presented for our client partner’ as you consider potential new BOS ideas in preparation for Phase 5

Phase 3 - Analysis of Suppliers and Intermediaries

ANALYSIS:

Supply Conditions -things you can consider to include:

  1. Industry Map
  2. Market of Inputs
    1. Describe the “market of inputs” used in the production of the end-product.
      • What are the key inputs in producing the product (for example, specialised labour, raw materials, components, technology (both “hard” and “soft”),
      • expertise, finance, intellectual property, patents etc.?
  3. Number, type, size and location of suppliers of inputs (including both domestic based and international suppliers) i.e. What are the alternative suppliers and or arrangements?
  4. What is the concentration or lack of concentration of ownership and trends in supply?


Supplier Power analysis from Porter’s 5 Forces

Consider:

  1. Supplier switching costs relative to firm switching costs;
  2. degree of differentiation of inputs; and the impact of inputs on costs or differentiation;
  3. presence of substitute inputs;
  4. supplier concentration to firm concentration ratio;
  5. employee solidarity (eg trade unions); vertical integration, supplier competition.
  6. Nature of value creation and delivery system linking producers and consumers for this type of product or service (Use’s Porter’s Value Chain as the basis for this analysis)
    1. channels of distribution,
    2. key input suppliers,
    3. other relevant intermediaries that impact on the cost of the product)
      • Consider distributors, transportation, logistics, warehousing, retailers
  7. Government actors involved in their role.
  8. Industry Observers Outside the Firm and Service Organisations and their influence/role. Consider:
    1. Industry Studies,
    2. Unions,
    3. Business Press (eg. BRW),
    4. Local Org. Chambers of Commerce,
    5. State Governments, Federal Government,
    6. Domestic Trade Bodies/Statistics and International Organisations, e.g. WHO; OECD; World Bank, etc.
    7. Service organisations such  as trade associations, investment banks, consultants, advertising agencies, ratings agencies etc
    8. Social Media Influencers and the like

The analysis must contain the marketing implications of this data presented for our client partner’ as you consider potential new BOS ideas in preparation for Phase 5.

Phase 4 - The Current Australian Marketplace as it relates to our Client Partner

ANALYSIS:

Things you can consider to include:

  1. This section needs to include an analysis of the overall Australian consumer and business environment inclusive of issues such as
    1. Consumer and business confidence,
    2. Cost of living comparisons across Australia (or relevant regions),
    3. Accessibility and affordability of technology,
    4. Application and rate change in technology that is disrupting industries
    5. Energy,conservation and climatechange and associated social innovations,
    6. Human Development Index ratings,
    7. Housing, urbanisation and migration,
    8. Nutrition, obesity, domestic violence, bullying, cyber bullying, alcohol consumption and overall well-being of society,
    9. Health statistics especially related to childbirth, eg. Infertility/Difficulty conceiving, miscarriage, premature birth, IVF, childhood ailments,
    10. Social media statistics, eCommerce data.
    11. Covid-19 impacts and statistics.
    12. Education statistics
    13. Government policies that affect business compliance, taxes, human resource management/employment, international trade, quotas, etc.

AND any other indicators that you believe affect the market and marketing of our client partner.

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