Assessment 2 - Case Study/Practical

The purpose of this assessment is to develop one organisational marketing strategy for an

Australian based business. Choose an organisation with which you feel comfortable and

about which you can obtain information such as:

General organisational information

Marketing information

Policies and procedures

Information can generally be obtained from corporate websites and business media

websites.

Your Task

Question 1

Identify (create if needed) and explain:

Vision

Mission

Purpose

At least 2 values

At least 2 marketing objectives.

Question 2

Complete the following situational analysis table for the business you have chosen. Analyse

the current situation of each of the elements of the marketing mix and provide a brief

performance assessment for each:

Marketing Element	Current Situation	Performance assessment
Product/Service
Distribution
Promotion
Pricing

Question 3

Select a key product or service provided by the organisation and develop an appropriate

SWOT analysis.

Question 4

Using Porter's Five Forces:

Assess the attractiveness of the market in which the key product or service you chose

competes. Make sure you explain each Porter force in your analysis.

Based on the marketing objectives identified in Q1, analyse the marketing performance

of the organisation you chose against its main competitors and identify at least 2 areas

of improvement.

Question 5

Evaluate different marketing opportunities for the business of your choice. Answer the

following questions to accomplish this task:

With the aid of Ansoff's Matrix, develop 4 market growth strategies for the product or

service you chose (one for each of the 4 Ansoff's categories).

Ensure that you explain each strategy and show how these are aligned with

organisational goals and capabilities.

Explain how each strategy has an impact on customers, competitors and your

organisation.

Explain each strategy considering external factors such as customer base impact, costs,

benefits, risks, and opportunities.

Also assess each strategy's viability and its contribution to the business.

Question 6

From the 4 strategies of market growth, you came up with in Q6, select the one that best

suits the marketing needs and requirements of the business you chose and explain:

Why is this the best option for the organisation?

Formulate at least 2 key performance indicators for the marketing strategy.

Develop a risk management strategy by identifying 2 potential risks and explaining how

to mitigate these risks.

Explain how you would manage contingencies.

What are the current organisational policies and procedures to document marketing

strategies? If the business you chose does not have one, how would you document the

marketing strategy? Please explain.

Question 7

Answer the following questions:

a. What are the main stakeholders for the organisation interested in the marketing

strategy of the organisation? Identify at least 2.

b. One of the board of directors has sent you the email below:

From:

To: Me

Date: 28th May 2021

Subject: Marketing Strategy

Dear <>

I was made aware by Rob (CEO of the organisation) that you are working towards the

development of the marketing strategy. Considering our product/service that we have

to offer to our customers, the other board members and I feel that we should consider

a diversification strategy to analyse the possibility of entering a new market with a new

product targeted specifically to that new market. We understand the risks involved with

such a strategy but we would like to hear your opinion on this as well. Think about it and

Let us know what you think?

Best Regards,

Sam Norris

BOD

Based on the email received from Sam do you agree with the chosen marketing strategy or do you think a better marketing strategy would justify your product?

From:

To:

Date:

Re: Marketing Strategy