What Methods And Tools Can Businesses Employ To Conduct A Comprehensive Market Situation Analysis?

In creating, communicating, and delivering a value offering, Marketing Managers engage in a marketing planning process that is both strategic and tactical. In the assessments for this subject, we will link marketing management theories to practice by assuming the role of a Marketing Manager. You will:

1. Perform a market situation analysis utilising secondary (desktop-based) market research method.
2. Establish goals and objectives, and
3. Develop recommendations for marketing strategies and tactics for a product (good or service) of your choosing. Note: the tactics part is a requirement of assessment 2

Choose one product (good or service) of an organisation (brand) of your choice. We suggest using your own organisation, but you can choose any other. You will use the same product (good or service) in assessment 2.

Both assessments are linked. In assessment 2, you will identify gaps and recommend improvements based on your marketing mix analysis using the 7Ps. Inassessment 2, you will investigate how your marketing plan aligns with a customer persona. In both assessments, you will:

• Discuss marketing theories
• Collect and analyse secondary (desktop) data and
• Make recommendations based on the data

Procedure

Oral Presentation (7 minutes, a maximum of 9 PowerPoint slides)

1. Introduce the selected organisation (brand) and identified product (good or service) and identify the purpose of the presentation.
2. Briefly discuss the environmental factors using the chosen framework (i.e. market situation analysis).
3. Briefly summarise the findings using a SWOT analysis.
4. Discuss how the market for the selected product (good or service) can be segmented, justifying your approach to segmentation based on relevant criteria for effectiveness.
5. Provide justified recommendations for selecting a target market segment that will be the focus for assessment 2.
6. Based on the market situation analysis and recommended target market, provide the recommended positioning for the selected product (good or service) (hint: utilise the elements of the value pyramid to aid your positioning as well as a perceptual map).

Use Assessment 1 template (.pptx)to structure and record your oral presentation:

1. Title slide: List your selected organisation (brand) and identified product (good or service)
2. Introduction: Provide brief background context and purpose of the oral presentation
3. Market situation analysis: Briefly discuss the environmental factors using the chosen framework.
4. SWOT analysis summary: Briefly summarise the findings using a SWOT analysis.
5. Market segmentation: Discuss how the market can be segmented and justify your approach based on criteria for effectiveness
6. Target market: Identify and justify the target market that will be the focus of Assessment 2
7. Positioning: Provide recommended positioning for the selected target market segment
8. Conclusion
9. References

Resources

Use the Assessment 1 preparation guide and modules 1-3 for guidance. There are several frameworks or tools to use when conducting a market analysis:

• The 5Cs analysis
• Porter's Five Forces Model
• SWOT analysis

These are only recommendations. See the Marketing tools and frameworks for a full list of options.

See Assessment 1 planning for sample 'saved searches' which can assist you in finding credible academic sources.

When considering segmentation, keep in mind:

• B2C
• B2B
• Positioning
• Elements of value (B2B and B2C)
• Differentiation and positioning

Requirements

• Prepare your presentation using PowerPoint ( Office 365) download Assessment 1 template (.pptx). The template is a starting point to structure your work but feel free to adapt it as needed.
  • You are recommended to use a maximum of 9 slides, inclusive of Title and References slides
  • If you have used Generative AI in the creation of your presentation, you must clearly state this within your slides or additional slide(s) see AIB Style Guide Section 4: Generative Artificial Intelligence (Generative AI) for details
• Record your presentation using your AIB Zoom account
  • maximum 7 minutes (presentation will not be marked after 7 minutes)
  • You must record with the Powerpoint slides in presenter mode and you must present to the camera and be in the video throughout your presentation.
  • You must use Zoom; otherwise, you will receive a 0% grade
• SeeAIB Style Guide: 7.7 Oral presentations before you submit for resources on how to record your presentation using AIB Zoom and how to deliver an effective presentation, including how to cite and reference slides and examples.
• Submit your presentation as both:
  • a shareable Zoom link in the online text box
  • a PowerPoint file (.pptx) with References and Generative AI declaration (if GenAI was used)

• This assessment requires you to use a minimum of three (3) credible academic sources. You may also use current company, industry, government and media sources to support your statements, but these will NOT count toward the minimum required credible academic sources for your assessment. Most web-based sources are not sufficiently rigorous and credible for use in academic assessments and will NOT count toward the minimum required credible academic sources for your assessment. For further guidance, refer to Scholarly, academic peer-reviewed journals.
• You must appropriately acknowledge all sources of information in your assessment with the AIB Harvard author-date style of referencing see the AIB Style Guide Academic Policies and Procedures.
• You may need to complete an Organisation consent form (.docx). An authorised member of the organisation must complete this form if you want to use data that is not in the public domain. If used, please scan the completed form and include it as an appendix within your assessment submission.

See Academic Policies and Procedures.

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