erchange-newline”> Assessment Description. The purpose of this group report is to develop students’ skills in applying relevant marketing analysis tools. This will enable students to apply learned marketing theories and concepts to a ‘real world’ business scenario within a safe learning environment. More importantly this is a fantastic opportunity for students to develop essential group work skills that are such a necessity in today’s business world. Students are to form groups of three to four members and your task is to prepare a 3000 word Market Analysis Report. In this assessment your group should concentrate on the Australian Market within the Retail or Service Industries. Your group then must decide on an Australian Company that you would like to investigate. It is imperative that your group chooses a company that is publicly listed with Australian Securities Exchange website
http://www.asx.com.au/asx/research/listedCompanies.do, as you will need to research credible and academic information, available through corporate websites, online databases and government publications. Your task is to read through the scenario provided below and put your marketing consultant thinking hats on. To truly make this learning experience and assessment as close as possible to “real world” business, your group presentation will be evaluated anonymously by the class peers, as they take on the role of the board of senior management. This way peers are encouraged to selfreflect on their learning journey and decide whether particular recommended strategy outcome is most suited for further consideration. The winner will be tallied in at the end of the class.
Assessment Information
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Scenario:
3000 words report: 25% Report Due in week 10 Sunday 7th of February 2016, 5pm AEST
In the recent business meeting your group was advised that senior management has decided to
broaden its investment portfolio by purchasing shares in any company from the Australian Retail
or Service Industries. The company is highly enthusiastic in broadening its business portfolio
and expanding its horizons within the Australian Market. Thus your group was asked to analyse
a product/service related to your group’s selected company. The aim of your analysis is to
investigate following:
External Environment Analysis
Situational Analysis
Competitive Environment Analysis
Based on the findings, your group should also prepare a portfolio matrix analysis with devised
product/market strategy recommendations for your organisation. In providing these
recommendations you should include academic justification for any reasoning to go ahead or
reject investment interests of the board of senior management
Portfolio Matrix Analysis
Product/market Strategy Recommendations