Marketing Management
Assignment 1
Due: Friday 27 February 2009 (Week 6)
Length: 2,500 words
Weighting: 30%
Marketing plan: Part 1 – situation analysis
This assignment requires you to develop a report which evaluates the current
market situation faced by a business of your choice. You can select any real,
existing business as the focus for this assessment. Please note that this assignment
is essentially the first part of a ‘Marketing Plan’ which you will further develop
and complete for Assignment 2. This means that the business you choose for this
assignment must be one that you are also able/willing to work on for Assignment 2.
You should choose the business carefully bearing in mind:
• you will be assessed on your ability to apply concepts from this unit
• you need to be able to obtain sufficient current information to provide
a clear evaluation of their current marketing strategy and make specific
recommendations with supporting rationale.
The overall task
Analyse the current market situation faced by your chosen business by developing
a report which presents a marketing audit or situation analysis. If you have
chosen a large business, you may choose to do this in relation to a specific product
line or particular service. If you have chosen a smaller business you may prefer to
focus on their overall offering. Based on your analysis of their current marketing
situation, you should then discuss how you believe they can achieve further business
growth by applying Ansoff’s Product/Market Development matrix and make
recommendations on what you think they should do next in order to ensure that they
achieve marketing success.
The specific tasks that you should address in Assignment 1 are as follows:
(a) Introduce the business, its mission statement and the product(s) you are
writing this report in relation to.
(b) Analyse the business’s current market situation by providing a ‘Situation
Analysis’ which includes:
• an overview of the...