Assessment Task: Individual Analysis and Reflection 

The first two assignments are designed to build off each other in terms of applying marketing theories, analysis of data and reaching decisions. This individual report builds off the knowledge of strategy application gained in your Group submissions.

The assignment below is set up for a study of how a real organisation applies a specific marketing theory. Hence select an organisation where you are working now or have worked before.  Where you are not able to draw upon either of these possible sources, then select a well-known organisation such as Apple or Google. Make use of the RMIT online data bases to search for and acquire detailed secondary data about the selected organisation and the market in which it operates.

This study should be an accurate record and analysis of the current marketing situation that is being faced by the organisation. The main aim of using this study method is to allow you the opportunity to translate theory into practice in a live, real-world business situation by recommending no more than TWO changes in marketing practice that could sustain and possibly enhance organisational performance. The marketing situation should reflect the uncertainty of the real-­-world marketing environment, and the reality of the current business situation. You will have to master the art of sifting through all types of information, which is often incomplete, not presented in the correct order, and may even be irrelevant or misleading, to solve the problems posed.

You may find, and be frustrated by the fact, that in some situations there appears to be no single "right" solution to the problem. There are likely to be multiple approaches, each one with a different implication for the organisation, and each involving different trade-­-offs.

Since this study problem may be approached at times from different perspectives, your main task will be to argue correctly the logic of your analysis and findings to the problems at hand. The importance of this study exercise is to emphasise how you arrived at your solution, rather than just emphasise the solution itself.  

Assignment Guidance

This assignment asks you to analyse the current situation of a real world organisation. Analyse, review and critically assess how the selected organisation applies a marketing theory/strategy.

The aim is to conduct the same analysis as in the group written assignment but apply this to your selected organisation, bringing the theory to be applied in a live, real-world situation. In this assignment, recommend no more than TWO changes to the way the theory is currently being applied that could sustain and possibly improve future performance. Justify your recommendations by using relevant academic and/or management literature to support them.

A key component of this assessment is your ability to present and apply relevant marketing theory which underpins your analysis. You will be assessed on your ability to research, present, and apply marketing theory, as well as your ability to think critically about the implications of marketing theory to practice.

If your selected organisation has multiple divisions and/or product lines (SBUs), to permit the assignment to remain manageable it is advisable to focus on just a single SBU and a single range of products. For example, Sony sells over 100,000 items, and it would not be feasible to consider all of them in one assignment! A workable level might be a single SBU or product line, such as "TV sets for household use."

You will be assessed on your ability to conduct relevant research that supports your critical analysis, to synthesise internal organisational and external industry information and to communicate the key issues relevant to your chosen area of the organisation.

This assignment will develop your capability to research and analyse key issues relative to your organisation from a marketing perspective. The research you conduct will underpin your analysis and support your recommendations. The written assignment will demonstrate your achievement of a number of learning outcomes and in particular, your understanding of how marketing theory impacts the marketing aspect of the organisation.

Assignment Outline

Your report will include the following elements:

1.  An introduction and SWOT analysis (300 words)

a. Briefly introduce the organisation and SBU followed by a SWOT analysis summarising the micro/macro forces affecting your chosen organisation and SBU.

2. Current Strategy (1500 words)

Briefly summarise the key elements of your analysis with regards to the application of the marketing theory as applied by the selected organisation.

Critically analyse your organisation's current strategy application:

What is working well and what is not. Recommend changes (if any) to the strategy application.

Impact on the current marketing strategy if changes are proposed.

If you do not recommend changes, justify as to why not. 

3. Conclusion (200 words)

Attachment:- Assignment Files.rar