Situation analysis
Peter Renovare has been a builder for 6 years and has worked a as foreman for a major construction company for 3 years. With I
partner Brad he intends to start his own business concentrating in building pergolas and decks.
Situation analysis ( individual)
The
situation analysis is designed to enable you to conduct a situation analysis of an industry
sector, an important aspect of analysing both
the uncontrollable environment and target
markets to prepare a marketing audit or a marketing plan. This is a skill that will be required
in many jobs that you may have after graduation. The task will also provide you with generic
skills in research, report writing and
critical analysis of information.
Provide a minimum 3 pages, maximum 4 pages plus references (12 point, single space)
overview of your
choice of project. The choice of projects are listed on Moodle in the
assignment resource section and you can only choose from the options
provided, any other
projects need the written approval ofthe tutor, otherwise no mark can be awarded. Think of
using appendices to
provide more information like tables and graphs but do not exceed the
limit of3 pages for your body oftext.
You need to cover the
following areas:
a) size ofthe total industry (number of competitors, size, location, turnover, production,
sales, employment)
b) factors
ofthe uncontrollable environment that impact on the industry
b) major competitors (market shares, importers, local production, position of
company in
comparison to competitors)
c) trends in the industry (government policy, technological developments, major price
points
cl)
consumer behaviour trends (trends in purchasingltrends in behaviour patterns,
changes in preferences, trends in distribution)
f)target
markets ( industriallconsumer, size, composition, characteristics, how can the
market be segmented? What are the segmentation
variables?)
e) other factors that impact on the industry.
In your marketing plan (which you will do as part of a team) you can revise your
shuafion
analysis.Page 13 of 20
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You will also judge
your own work and attach to your assignment the marking sheet
indicating how well you think that you have tackled the tasks. You should
then later
compare your own assessment with the one that was provided by your tutor. This is
an important skill to learn to judge your own
performance.
Your tutor will judge you on:
a) the extent and quality of your research -the quantity, variety and quality of sources
used (eg. ABS, government websites, newspaper articles, magazine articles, reports
from consultant groups like KPMG, PWC, government
reports, industry lobby groups,
data bases like MINT). Generic links will be provided on Moodle but you will have to
undertake your own
online research as well. You also will be given instructions on how to
use the MINT data base. Using Wikipedia or the company’s website
as the major source
of information is not considered appropriate for University study.
b) Use of appropriate reference conventions (A link
to how to reference properly will be
provided on Moodle).
c) Critical analysis and evaluation ofthe sources used
d) how well you apply the
analysis to your chosen company