Identify the critical success factors within the market.

Page 6(MARK904 Marketing for Strategic Decisions)Assessment Task 2: Marketing Strategy Audit (Situational Analysis)Type: Individual Project WorkDescription: Report WritingLearning Outcome Measured: 1, 2, 3, 4, & 5Total Marks: 30Weighting: 30%Due Date: Week 11Word Length (if applicable): The main body of the report, excluding title page,executive summary, table of contents, tables, figures,list of references, and appendices, must not exceed2,500 words (+/-10%). Use only Times New Romanfont; 12-points font-size; 1.5 points line-spacing;and 2.5 cm margin on all sides of the pages.Hand in to: Lecturer (Via TurnitIn, email, and also a hard copy)Turn-it-in Submission required by: Week 11ASSIGNMENT BRIEF AND REQUIREMENTSAssume that you are the new Marketing Manager of a ‘real-world’ company that operatesin UAE or MENA region and provides a key product or service that has beencustomized, adapted, or localized specifically to suit the MENA/UAE market; or isspecifically produced locally in the UAE for the Arab market only. You have beenasked to familiarise yourself with the corporate objectives of the organisation, and t ocontribute towards the marketing strategies for achieving those corporate objectives for aspecific product of the company. The focus of this assignment is on the steps precedingthe formulation of t h e marketing strategies in a Marketing Plan – namely SituationalAnalysis and Marketing Audit. YOU MUST CHOOSE A COMPANY FROM THE LIST OFCOMPANIES PROVIDED BY THE LECTURER. Email the lecturer before the first class withyour chosen company in order to obtain official approval of your choice, and to avoidduplication of work within the class. FIRST TO SELECT A COMPANY, FIRST TO BEAPPROVED.NOTE: The aim of the report is not to persuade the reader on how great the organisationyou chose is. Rather, it is to show how you can very critically evaluate the organization’smarket situation and market performance in the recent past years; and thenrecommend strategies for going forward in the next years.Task 1:Analyse the context and environments in which your organisation operates. Quantifyand explain the implications of the trends identified. The environment refers to the macroenvironmentalforces impacting on the industry, namely, political, economic, social,technological, e n v i r o n m e n t a l , a n d l e g a l f a c t o r s / dimensions (PESTEL analysis).Contexts normally associated with macro-environment analysis include a company lookingat industry trends; a business looking at product trends driven by consumer preference;evaluation of a brand’s market position relative to competition; a geographically definedbusiness such as the subsidiary of an overseas company; a company needing toidentify opportunities for entering a foreign market; and a business seeking to identifyopportunities and threats in acquiring another company. To quantify the trends identified,use impact-weights for each PESTEL factor by rating its impact on the company’smarketing operations. Use a positive-negative scale to rate your assessment of each factorin order to better explain its impact. Rate each factor with impact-weights of -4 to +4, withthe maximum possible sum of the 6 factors’ ratings being 24 (i.e., 4 x 6). Derive a finalindex for the overall impact of PESTEL on your company by dividing the sum of the 6ratings with 24. The decision rule is that the overall macro-environment in which a companyoperates is favourable if its composite PESTEL index is greater than 0.45 (i.e., > 0.45).Page 7(MARK904 Marketing for Strategic Decisions)Task 2:Provide a brief overview of the organisation in terms of what it markets; analyze its missionstatement; and how its history has shaped the organisation’s development of corecompetencies. Review the organization’s performance in the last few years from both financialand marketing perspectives. Then, identify and evaluate the organization’s present marketinggoals and objectives.Task 3:Using the Pyramid of Corporate Social Responsibility, examine the social responsibility andmarketing ethics issues that are relevant for the company and the chosen product. Howeffectively has the company addressed the issues? What could they be doing better?Task 4:Define the core target profile the organization’s key target market for the specific productyou chose. What are their needs and benefits sought? Identify the major competitors andtheir characteristics in terms of size, growth, market share, profitability and marketingcapabilities. What factors have contributed to their success or decline? What are their majorstrengths and weaknesses? What is the organisation’s competitive strategy within themarket? Are they a market leader, follower, or niche? Discuss the implications of theirposition.Task 5:Identify the critical success factors within the market. What things must be doneexceptionally well in order to succeed in the industry? What factors could cause organizationsin the industry to underperform? What is the organisation’s position with respect to the criticalsuccess factors? Conduct a SWOT analysis and explain the key points. Then, assesswhether the organisation has the strengths to capitalize on the opportunities. Are therethreats which the organisation needs to address? Does the organisation need to turn anyweaknesses into strengths? How realistic are the organisation’s marketing objectives, given theanticipated environment, including the actions of competitors and the organisation’s corecompetencies? Evaluate the organisation’s existing value proposition. What relevant marketingissues face the organisation?Task 6:How does the company want the specific chosen product and its associated brand to beperceived by its target market when compared to its major competitors? How does the targetmarket actually perceive the selected company’s product and its associated brand withrespect to competition? How strong, favourable, and unique are the brand associations?Present and explain both a positioning map and a perceptual map to show the positionwhere the company wants the product to be perceived, and also where the productactually stands in the market compared to competition. Include a positioning statement.Lecturer’s Expectations about the Research to Address the Assignment Questions:Complete this assignment using material from textbooks, journal articles, lecture notes,case studies, your knowledge/experience about the organization’s industry/market, andother sources such as newspapers, magazines, and websites. You may conduct informalobservation or discussions with friends and relatives who know about the company and productyou have chosen. However, no formal/official primary data collection research is necessaryfor this class work. You must acknowledge all sources of any information and ideas which arenot your own as in-work citations and also in a list of references at the end of your report. Pleaseplace tables, charts, graphs, pictures, histograms, and matrices in the appendix section.Page 8(MARK904 Marketing for Strategic Decisions)Your report MUST include of the following:1. A Well-designed Title/Cover Page (different from the UOWD assignment submissionsheet). Immediately following the assignment submission sheet should be the well-designedtitle/cover page. The designed title/cover page must consist of a report title, company andbrand logos, any other illustration you would like to include, and the date of submission.2. Executive Summary (1 page, and on a separate page of the report before the Table ofContents page).3. Table of Contents (on a separate page of the report). Include a table of contents withheadings, sub-headings, and page numbers.4. Introduction (1/2 page); the introduction should introduce all aspects of the report questionsand preview the content of the report. Specifically, the introduction should include: (a)general lead-in information about the report topic including why you chose this company andproduct for your assignment, by way of providing rational (e.g., market share, profit, newproduct, most advertised product) and other reasons for your selection of the product; (b) astatement of the main aim(s) and objective(s); (c) method(s) of approach; (d) indications ofthe scope and limitations of the report; (e) a preview of material presented in the body of thereport.5. Analysis (main body of the report) – containing subtitles and subsections of the mainanalyses of all the 6 tasks mentioned above on page 7, including detailed discussions ofyour findings and inferences.6. Conclusions (1/2 page) – Conclusions are quite often read by managers before the main textof the report and hence should be your clear summary of the main points of your findings.7. Recommendations – should consist of your own suggestions as to what the companyshould improve going forward; the strategies you think they should adopt; the things youthink they should stop doing; and other things you believe they should start doing toimprove and strengthen their competitive advantage over competition in the market.MARKING CRITERIAThe marks you obtain will depend on the extent to which:1. You are able to demonstrate your understanding of relevant concepts and your ability toapply the concepts in your recommended solutions to the problems posed.2. You are able to constructively critique the company’s marketing situation.3. The opinions you express are clear and supported by concise, creative, and logicalarguments grounded upon sound theory).4. The report is easy to read and understand, with a layout that allows the reader to easilygrasp the sense, direction, and objectives of the work.5. The report is evidently based on research, broadly and skillfully made from varied sources(Journal articles, industry publications, magazines, websites, newspapers, informalinterviews, etc.).6. Harvard referencing style is used accurately and consistently in your in-work citations andin presenting your list of references at the end of the report.7. The report is visually striking and appealing, as a well-designed package.

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