Assignment Overview (4000 words total):

You required to perform situation analysis for a consumer brand of your choice. Specifically, you are expected to evaluate the brands/companys business scope, remote and near environments (industry, competitors, consumers) and internal resources. In conclusion of your situation analysis, a problem and opportunity statement should be formulated and justified.

You are then expected to develop a marketing strategy for the brand/company of analysis. You are expected to draw on your situation analysis to justify your proposed marketing objectives, high-level strategic alternatives and implementation of tactical strategies (marketing mix). 

 

You are expected to cover the following sections in your report:

Executive Summary

provide an overview on the company and a conscience of your report 

Introduction: Business Scope

Section 1. Where we are now 

a. External Analysis 

b. Internal Analysis

Section 2. Where we want & need to be

a. Problems and Opportunity Statement (based on critical success factors and situation analysis)

b. Strategic Objectives

Section 3. How we are going to get there

a. High-level strategic planning and evaluation 

b. Tactical Planning and Implementation

 

Expectations and Tips

You are expected to perform the standard components of a situation analysis and strategic development to a level of detail that allows a third party to understand the brands/companys situation.

You are expected to apply the tools, frameworks and concepts reviewed in class. You should selectively engage the most relevant frameworks and models covered in class to support your analysis. You are NOT required to apply all models and frameworks covered in class. However, the expectation is that you should demonstrate an in-depth situation analysis.

 

Brand Choice

Please avoid conducting analysis/strategy formulation for global superbrands “ especially, in a vague/general way. Try to focus on either a small to medium brand or one strategic unit of a large brand. Make your analysis very specific (for example, it is a good idea to limit yourself to a single geographic market or a particular target group).

Any brands included in the class case discussions, any brands for which you have handed in work in other classes in your course are explicitly excluded (you cannot do your assignments on these); in addition, the following brands/companies are NOT RECOMMENDED:

Apple (any sub-brands, including iPhone/iPod/iPad/iTunes)
Coca-Cola
Louis Vuitton
McDonalds
Nike
Starbucks
Subway
Toyota
Virgin (any brands)
RESEARCH

Secondary Data Analysis: e.g. Industry, Product, Consumer, Competitor…

Please do not use cases written up for other course/modules or downloaded from the Internet (such as Scribd and SlideShare), even if referenced. Please avoid using any complete papers from the Internet.

 

Word Count

Make sure you are clear and concise in your writing.  The total word count  is 4,000 words +/- 10%.
This is split 2,000 words for the main text and 2,000 words for the appendices.

Below or above 10% allowance will likely result in a penalty.

Writing succinctly is an important skill you need to acquire in business, hence the short format assignment requirement. You will need to be selective  about what you include, ensuring you only use information which is relevant to your analysis. Using diligent editing and with some experience, you will soon develop skills in tight, strong and purposeful writing.

 

Tables and Figures

Any tables and figure will be included in the word count, whether they are included in-text or in the appendix. Any critical tables and figures should be included in-text. Please do not screenshot them or include them as picture to avoid penalty on word count. 

Only include relevant figures, charts and graphs. Only include if necessary.

The appendices are reserved for figures and tables that supplement, but are not essential to the reading of a report . Examples of material suitable for an appendix would include raw data used to compile a graph or chart, a copy of a letter or manual discussed in the report (but not copies of published articles in the list of references), a transcript of an interview conducted for the purpose of preparing the report.

THE REPORT SHOULD INCLUDE REFERENCES. The reference list is not included in the word count. In-text referencing will be part of the word count (E.g. NAME, YEAR)

Referencing Style: APA or Harvard referencing

 

Formatting Requirement:

A4, normal margin (2.54 cm on all sides);
Double-spaced;
Left-justified;
12 pt Arial;
Insert page numbers;