MKTG3000 Group Situational Analysis Report Instructions 

1. Assessment Overview

Assessment Type: Group Written Report – Situational Analysis

Course: MKTG3000 Strategic Marketing Management

Length: Approximately 5,000 words

Weighting: 20%

Due Date: Sunday of Week 7 @ 11:59pm via Turnitin

2. Purpose of the Task

This assessment is designed to evaluate your ability to apply strategic marketing theory to a real-world organisation. You will work collaboratively to analyse the internal and external environment of a selected company or strategic business unit (SBU), synthesise findings into a SWOT analysis, and identify a feasible strategic opportunity. The report should demonstrate professional judgement, strategic insight, and effective use of marketing frameworks including the Resource-Based View (RBV) and BCG Matrix.

3. Report Structure & Content Requirements

Title Page

Include company/product/brand name and names and student numbers of all group members.

Executive Summary

Summarise the entire report including key findings, recommendations, and conclusions.

Table of Contents

Include numbered headings and subheadings with page numbers.

Introduction

Outline the purpose of the report, company background, and report format. Briefly discuss mission/vision and corporate structure. Use secondary sources to support company background and strategic context.

Internal Analysis

Evaluate the company’s strengths and weaknesses. Include key capabilities, assets, and resources using the Resource-Based View (RBV). Use the BCG Matrix to assess the company’s position within its overall portfolio. Support analysis with secondary data such as financial reports, industry benchmarks, and strategic reviews.

Market/Customer Situation

Analyse industry trends, target markets using STP, and consumer behaviour. Use secondary market research, industry reports, and consumer data to support your analysis.

Marketing Mix Analysis

Evaluate the 7Ps of marketing, identifying strengths and weaknesses. Support each element with secondary data such as promotional materials, pricing strategies, distribution channels, and customer reviews.

Competitive Analysis

Identify key competitors and assess their strategies, strengths, and weaknesses. Use secondary sources such as competitor websites, industry analysis, and market share data.

Macro-Environment Analysis

Use the PESTEL framework to identify external opportunities and threats. Support each factor with credible secondary data from government reports, industry publications, and news sources.

SWOT Analysis & Opportunity Identification

Synthesise internal and external findings. Identify and justify one strategic opportunity. Ensure the opportunity is supported by secondary evidence and strategic rationale.

Conclusion 

Summarise key strategic insights.

References

Use APA format. Include credible and relevant secondary sources throughout the report to support all analyses and recommendations.

Appendices

Include supporting data, charts, or visuals if necessary.