5b.3 Situation Analysis
The situation analysis is designed to enable you to conduct a situation analysis of an industry sector, an important aspect of analysing both the uncontrollable environment and target markets to prepare a marketing audit or a marketing plan. This is a skill that will be required in many jobs that you may have after graduation. The task will also provide you with generic skills in research, report writing and critical analysis of information.
Re
quired: Provide a minimum 3 pages, maximum 4 pages plus references (12 point, single space) overview of one of the following industry sectors:
1. The ‘healthy’ food industry in Australia. Healthy foods include organic foods, GM free foods, low-fat foods, sugar-free foods for example.
2. The cosmetics industry in Australia. Cosmetics is generally defined (Australian Government NICNAS) as a substance or preparation intended for placement in contact with any external part of the human body, including the mucous membranes of the oral cavity, and the teeth, with a view to:
i. altering the odours of the body; or
ii. changing its appearance; or
iii. cleansing it; or
iv. maintaining it in good condition; or
v. perfuming it; or
vi. protecting it.
If needed, use appendices to provide more information like tables and graphs but do not exceed the limit of 4 pages for your body of text. Note that you must explain in your text what the purpose of the attached appendices are. They must not be included without proper explanation.
Page 12 of 17
You need to cover the following areas in your report:
•size of the total industry number of competitors, size, location, turnover, production, sales, employment
• factors of the uncontrollable environment that impact on the industry
o major competitors (market shares, importers, local production, position of company in comparison to competitors)
o trends in the industry (government policy, technological developments, major price points )
o consumer behaviour trends (trends in purchasing/trends in behaviour patterns, changes in preferences, trends in distribution)
o target markets ( size, composition, characteristics, how can the market be segmented? What are the segmentation variables?)
o other factors that impact on the industry.
Your situation analysis will, together with analyses from other team members, later be used to help develop a marketing plan (see 5b.4 below).
You will be marked on the following criteria:
•the extent and quality of your research – the quantity, variety and quality of sources used (e.g. ABS, government websites, newspaper articles, magazine articles, reports from consultant groups like KPMG, PWC, government reports, industry lobby groups, data bases like MINT). Generic links will be provided on Moodle but you will have to undertake your own online research as well. You also will be given instructions on how to use the MINT data base. Using Wikipedia or the company’s website as the major source of information is not considered appropriate for University study.
•Use of appropriate reference conventions
• Critical analysis and evaluation of the sources used
Marks will be awarded according to the following template:
Item
Possible Mark
Required
For excellent work
Actual mark
Australian market data
20
Comprehensive data, up to date, covers quantities and dollar value
Main companies operating in Australia
15 Summary financial details, market share, main products.
International market data
10 Comprehensive data, up to date, covers quantities and dollar value
External environment
30A thoughtful review of the main external environmental trends that impact the industry, with comments on steps taken, or to be taken, to respond to those impacts.
Conclusions 5
A clear summary of the outcomes from the report.
Referencing 10
Consistent referencing within the report, and preparation of a bibliography that meets expected referencing standards.
General presentation and quality
10 The report is expected to be clearly set out, easy to read, and present a general impression of a professional task accomplished well.
The situation analysis is designed to enable you to conduct a situation analysis of an industry sector, an important aspect of analysing both the uncontrollable environment and target markets to prepare a marketing audit or a marketing plan. This is a skill that will be required in many jobs that you may have after graduation. The task will also provide you with generic skills in research, report writing and critical analysis of information.
Re
quired: Provide a minimum 3 pages, maximum 4 pages plus references (12 point, single space) overview of one of the following industry sectors:
1. The ‘healthy’ food industry in Australia. Healthy foods include organic foods, GM free foods, low-fat foods, sugar-free foods for example.
2. The cosmetics industry in Australia. Cosmetics is generally defined (Australian Government NICNAS) as a substance or preparation intended for placement in contact with any external part of the human body, including the mucous membranes of the oral cavity, and the teeth, with a view to:
i. altering the odours of the body; or
ii. changing its appearance; or
iii. cleansing it; or
iv. maintaining it in good condition; or
v. perfuming it; or
vi. protecting it.
If needed, use appendices to provide more information like tables and graphs but do not exceed the limit of 4 pages for your body of text. Note that you must explain in your text what the purpose of the attached appendices are. They must not be included without proper explanation.
Page 12 of 17
You need to cover the following areas in your report:
•size of the total industry number of competitors, size, location, turnover, production, sales, employment
• factors of the uncontrollable environment that impact on the industry
o major competitors (market shares, importers, local production, position of company in comparison to competitors)
o trends in the industry (government policy, technological developments, major price points )
o consumer behaviour trends (trends in purchasing/trends in behaviour patterns, changes in preferences, trends in distribution)
o target markets ( size, composition, characteristics, how can the market be segmented? What are the segmentation variables?)
o other factors that impact on the industry.
Your situation analysis will, together with analyses from other team members, later be used to help develop a marketing plan (see 5b.4 below).
You will be marked on the following criteria:
•the extent and quality of your research – the quantity, variety and quality of sources used (e.g. ABS, government websites, newspaper articles, magazine articles, reports from consultant groups like KPMG, PWC, government reports, industry lobby groups, data bases like MINT). Generic links will be provided on Moodle but you will have to undertake your own online research as well. You also will be given instructions on how to use the MINT data base. Using Wikipedia or the company’s website as the major source of information is not considered appropriate for University study.
•Use of appropriate reference conventions
• Critical analysis and evaluation of the sources used
Marks will be awarded according to the following template:
Item
Possible Mark
Required
For excellent work
Actual mark
Australian market data
20
Comprehensive data, up to date, covers quantities and dollar value
Main companies operating in Australia
15 Summary financial details, market share, main products.
International market data
10 Comprehensive data, up to date, covers quantities and dollar value
External environment
30A thoughtful review of the main external environmental trends that impact the industry, with comments on steps taken, or to be taken, to respond to those impacts.
Conclusions 5
A clear summary of the outcomes from the report.
Referencing 10
Consistent referencing within the report, and preparation of a bibliography that meets expected referencing standards.
General presentation and quality
10 The report is expected to be clearly set out, easy to read, and present a general impression of a professional task accomplished well.
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