Task: Situational Analysis
The purpose of this assignment is to conduct a situational analysis on a branded business unit 1in New Zealand. Your choice of brand or business will largely be dependent on your analysis of the business, the product categories and branding approach. You need to justify your choice.
You are required to conduct a thorough examination and identification of the relevant internal and external factors that could positively or negatively impact the development of the product/ service of the chosen NZ company.
Finally, you will conclude by proposing a target consumer profile for the branded business unit.
You are expected to commit considerable time in planning, selection and review of credible sources of information, such as professional and business journals, newspapers, credible websites and text books prior to selecting the brand or business of your choice.
Ensure you have sufficient information to follow through and present a comprehensive report that is well written and demonstrates good judgement in problem-solving. Proper referencing is mandatory.
Your report will be in four major sections, preceded by a title page with a relevant heading and the table-of-content. The length of the report will be 2000-2500 words.
Section One: Overview of the selected NZ business
Executive summary and introduction
- State the purpose and scope of the report.
- Outline the type of analysis conducted
- Summarize the key highlights and any significant conclusions.
Background and internal analysis
- Provide a comprehensive overview of the selected branded business unit - company vision, mission, and corporate culture and values.
- Describe the product/ service - its current product offering including product features and benefits, and customer value proposition.
- Critically evaluate the current situation in the marketplace, and any other relevant background information (core competency, key competitive advantage, and branding).
Section Two: Environment scanning External environmental analysis
- Critically examine any FOUR most relevant factors - political (including legal & regulatory), economic, social-cultural, technological and natural environment - that could potentially impact the business positively or negatively.
- Review the competitive environment and the role of social-responsibility and ethics in the business.
Section Three: Impact of emerging technologies and trends
- Assess the role of digital media and electronic marketing on the business, and evaluate the influence of consumer-generated information for effective marketing.
Section Four: Segmentation and targeting
- Select and apply FOUR segmentation bases with discussion of key relevant variables and sub-variables.
- Identify and develop TWO target segment profile(s) for the selected product/ service.