Marketing Management

Undertake the process of analysing one organisation and its operating
environments from a marketing perspective. And then apply the learning from lecture 1-9 in the development
of marketing strategy. You will provide an overview of this organisation, as well as detail the type of orientation
towards marketing it takes. You are also required to examine and analyse the context and environments in
which this organisation operates (its industry and the macro-environmental forces impacting on the industry).

Provide a brief description of this organisation and the industry to which it belongs. You may also want to
include in this description any mission statements, value statements or ‘slogans’ that this organisation utilizes
to communicate its purpose. In describing this organisation, please also identify its orientation towards
marketing and provide relevant, detailed and factual supporting evidence to substantiate why you have
identified this specific orientation. Finally, include a brief description of the product(s) this organisation offers
the market. And comment on what role the brand has in this organisation’s marketing strategy.
Issue 2 (20% of marks for the assignment)
Analyse each of the 5Cs for this organisation:
a. Company – what are the strengths and key resources, what are some of the weaknesses? What are the
opportunities and threats?
b. Customers – who is the company serving and what type of behaviour is ‘typical’ from them?
c. Collaborators – describe their suppliers, distributors or other partners that help the company to deliver their
products to the market? If company doesn’t have any – explain why it is not necessary.
d. Competitors – who are the current main competitors, are there any potential new threats or new entrants
to the marketplace?
e. Context – what other factors affect this organisation (e.g., legal, political, technological, etc.)?
Issue 3 (20% of marks for the assignment)
How does the firm go about collecting information (e.g., market research, market intelligence, etc.) about the
5Cs? For example, how does it learn about?
a. What customers want?
b. Which competitors pose a threat?
c. How the context of business is changing, if at all?
d. What role collaborators play in the process?
Issue 4: Developing marketing strategy (25% of assignment marks)
Based on the market analyses, outline potential market segments that are available to the chosen
organisation. Recommend and justify:

a choice of target market(/s)
a value proposition for the target market(/s).