2021F-T1 BUSI1019 - Capture Planning 04 (M02 Group 3)

Assignment 2

Weighted at 20% of Final Grade

Due October 13, 2021

Market Survey and Capture Plan Worksheet

Student Name: _______________________

Student Number: ________________________

Selected Industry (From class selection list): _____________________________

Answer the following questions and reference sources.

1. Globally or within a geographical region of your choice, which company is the market leader in the chosen industry? Provide evidence and specify the geographical region. (0.5% + 0.5%=1%)

2. Select a company of your choice within the industry. How big is its role in the industry (e.g. market share)? List two competitors. (0.5% + 0.5% + 2x 0.5%=2%)

3. Perform a SWOT analysis of your selected company. Provide at least one specific entry per SWOT matrix quadrant. Provide supporting evidence/rational for each entry i.e. why you think it is a strength, weakness, opportunity or strength. ( 4 x0.5% = 2%)

Strengths	Weaknesses
Opportunities	Threats

4. With reference to the PESTEL analysis, which category do you believe offers the greatest opportunity to your chosen business? Which presents the greatest threat? Explain your answers. (Max 3 sentences each) (2 x 1%=2%)

5. Recommend a new strategy or explain a strategy implemented by your chosen business to exploit external opportunities, minimize the impact of external threats, or overcome internal weaknesses. (1%)

6. With reference to Porters Five Forces Model, what force do you believe has the greatest influence on profit potential? Justify your response. (Max 4 sentences) (0.5%+0.5%=1%)

7. Who is the target market of the selected company? Provide evidence describing the market segmentation. (1%+1%=2%)

8. What two characteristics of the target market (behaviour, demographics, etc.) do you believe are most important to your selected company for sustained business and why? (Max 5 sentences) (2x0.5%+ 1%=2%)

9. With the objective of further exploring and understanding the important characteristics discussed in question 8, list 4 relevant questions your chosen company may include in a Market Survey to better understand the target market. (4x0.5%=2%)

10. Within a scenario in which your selected company is pursuing a large sales deal with a major potential buyer, prepare a sample capture worksheet. Postulate relevant customer issues, requirements, and solutions. The sheet must have two full entries, providing bullet point explanations for the entries based on your research and previous responses. (2x2% =4%)

Item #	1	2
Customer Issues
Customer Requirements
Available Solution
Gap
Competitor Solution
Discriminators
Strategy
Action Required

11. What is the purpose of the capture planning worksheet above? What insight have you gained from filling information in for Question 10? (Max 3 sentences) (0.5% + 0.5%=1%)