This assignment must be done as part of group. Students are to form groups of 4 to 5 (may vary depending on class size) and will be allocated one organization/industry from the following list:
1 Australian Dairy Farmer
2 Hybrid Car
3 Australian Wool Industry
4 Business School/University in Australia
5 HSBC
6 Bank of China
7 Any small to medium enterprise in Australia
8 Solar/Wind energy
9. Gym
10. Organic food
Other organizations are possible to be negotiated with your lecture.
Each group is to prepare a written report (in report format of approximately 3500 words) and an oral presentation (in PowerPoint format) of approximately 15 minutes duration, outlining the following:
1. Executive Summary with key findings and recommendations
2. Clear and concise description of the market in which the organization operates
3. Summary of the marketing environment (both micro and macro-environmental forces and trends)
4. Detailed description of how the market is (or may be) segmented and a statement of the segment(s) that the organization is targeting.
5. Brief discussion of the behaviour of customers in the segment(s) identified above
6. A description of the marketing mix being used by the organization to target these segments
7. A recommendation for improvements to the organization's marketing effort.