You are now working at a boutique retail marketing consultancy – as a market researcher. The assumed scenario is that Nick Scali Limited (https://www.nickscali.com.au/Links to an external site.) has commissioned your firm to develop a marketing plan for a new concept store. As the first step to preparing that marketing plan, your manager has asked you to research situational factors currently at play and those impacting the foreseeable future. This will mostly involve secondary research [i.e., utilizing existing information sources] and will also involve some degree of assumption where full information is not readily available. Nick Scali Limited is listed on the Australian stock exchange (ASX code: NCK), so investor reports and presentations made by the company may provide a rich source of data [among various other sources].

The aim of this assignment is to conduct a systematic, comprehensive, and objective analysis of the situational factors affecting the industry and the company. This situational analysis report should not be more than 1800 words in length excluding the title page, executive summary, table of contents, tables, charts/graphs, the reference list, and appendices.

Your assessment should show an application of relevant marketing concepts, theories, and analytic tools covered in the unit