ASSESSMENT 1 BRIEFSubject Code and Title MKTG6002/MKT600 Marketing AssessmentAssessment 1: Situation AnalysisIndividual/GroupIndividual Length2000 words (+/- 10% excluding cover page, table of contents, executive summary, references and appendix).Learning OutcomesThis assessment addresses the following learning outcomes of the subject:a)Critically evaluate underpinning marketing theories and principles and employ appropriate research process to collect, store and use of data to genrate customer insights;b)Critically evaluate customer needs to create value for customers by deploying the resources of the organisation in best possible ways;SubmissionDue 23:59 (AEST/AEDT) Friday by the end of Module 3.1 (Week 5) Weighting30%Total Marks30 marksObjectives:•To develop an understanding and appreciation about the influences of micro and macroenvironmental actors and forces that affect an organisation's ability to serve the needs of the target market;•To develop critical analytical ability to gather and analyse relaevant data to facilitate decision making;•To develop foresights to predict industry trend and tailor the organisation's practices to respond to the changing situation.How the assessment fits into the subject/course:Marketing in the 21st century has evolved profoundly which is a critical element of business administration. The design of marketing plans is integral to business organisation and the assessment of this subject aims to provide students with the opportunity to apply the knowledge to develop effective marketing strategies. This assessment requires the students to analyse overall situation of the business prior to developing a marketing plan. The students will then continue to work on the same organisation to develop a complete marketing plan in their next assessment. A short scenario is given below to help students address the tasks involved in the assessment 1.MKT600_Assessment 1_Situation AnalysisPage 1 of 6Linkages between Assessments 1 and 2:Assessment 1 requires students to undertake the SWOT/TOWS analysis of their chosen organisation from the list of organisations provided. Students are advised to consult the IBISWorld database through Torrens Library to do the preliminary research to gain a comprehensive knowledge about the industry in which their chosen organisation belongs to. The assessments 1 and 2 are interlinked where students need to summarise the situation analysis from their assingment 1 while discussing this section within the assessment 2, the marketing plan.Instructions: This assessment task requires you to develop a Marketing Environmental Analysis that comprises both the micro-environment and macro-environment. The micro-environment analysis involves a scrutiny of internal environment that facilitates specifying the strengths and weaknesses, while, the macro-environment analysis requires the scrutiny of demographic, economic, natural, political, technological and cultural (DENPTC) dimensions which will assist in specifying the oportunities and threats. Changes within the macro environmental forces are outside of an organisation's direct control requiring an organisation's marketing strategies to be adjusted to capture emerging opportunities and minimise any potential threats. Therefore, in this assessment task you will need to:•Articulate your learning about marketing concepts and principles covered from Module 1 to 3.1to demonstrate your level of understanding to evaluate the organisation's overall situation;•Critially analyse the link between marketing theory and practice;•Demonstrate research skills to reveal the insights;•Apply appropriate business report writing skills;•Use the appropriate APA style both in text citation and the reference list at the end. You should use at least 10 relevant academic referneces from leading marketing journals and text books to showcase quality of your research. Please see more information on referencing here: http://library.laureate.net.au/research_skills/referencing•Discuss appropriate strategies with regards to your SWOT analysis.Scenario: Choose an organisation from the list provided below that intends to expand itsbusinss either through a new product development or a new business/market development.MKTG6002/MKT600_Assessment 1_Situation AnalysisPage 2 of 6 GreenShareCar - https://www.greensharecar.com.au/The World - https://aboardtheworld.com/Progressive Office Furniture - https://www.progressiveoffice.com.au/Bounty Bags - https://www.bountyrewards.com.au/bounty-bags/3.Analyse the macro environment, that is, demographic, economic, natural, political, technological and cultural (DENPTC) forces to demonstrate their impacts on your chosen organisation's strategies/capabilities to serve the target market (s);Note: Take time to gather relevant data about your chosen organisation as well as the broader external environment in which the organisation operates. Find good quality academic references from high quality marketing journals and text books to substantiate your arguments, suggestions and explanations. Use relevant headings/sub-headings to ensure a cohesiveness and logical flow of the report.Submission Instructions: Submit your assessment via the Assessment link in the main navigation menu in MKTG6002/MKT600 by the end of the Module 3.1 on Friday in week 5. Please review TUA overdue policy in page 3 through the link copied below which applies a 10% deduction for each day up to FIVE days. Any submission that overdues more than FIVE day will get 0. https://learn-ap-southeast-2-prod-fleet01-xythos.s3-ap-southeast-2.amazonaws.com/5c07149a959f5/4332951?response-content-disposition=inline%3B%20filename%2A%3DUTF-8%27%27TUA%2520PL_AC_004%2520Assessment%2520Policy%2520for%2520Higher%2520Education%2520Coursework%2520and%2520ELICOS.pdf&response-content-type=application%2Fpdf&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Date=20190420T020849Z&X-Amz-SignedHeaders=host&X-Amz-Expires=21600&X-Amz-Credential=AKIAIW5OVFIUOTV36DNA%2F20190420%2Fap-southeast-2%2Fs3%2Faws4_request&X-Amz-Signature=43e06ce9d0c1a38ba5e189c2c7c1e7510afe6a62311985d4e454f15e8b9d1a63MKTG6002/MKT600_Assessment 1_Situation AnalysisPage 3 of 6 List the strengths, weaknesses, opportunities and threats (SWOT) as well as suggestappropriate strategies by incorporating the TOWS matrix to draw from strengths tocaptureopportunities, to overcome weaknesses and to defend from threats.4.Tasks: Discuss the value propositions, core brand values and buyer behaviour of your chosenorganisation;Analyse the micro-environment (the company, suppliers, intermediaries, relevantpublics, customers and competitors);1.2.Marking Rubric: Assessment 1Assessment Fail (Unacceptable) Pass Credit Distinction High Distinction (Functional) (Proficient) (Advanced) (Exceptional) Attributes 0-49% 50-64% 65-74% 75 -84% 85-100%Limited understanding ofResembles a recall orkey concepts required tosummary of key ideas.support discussionEvaluation of information gathered to support the argumentsConfuses logic andSupports personal opinion and information substantiated by evidence from the research/course materials.15%emotion. Informationtaken from reliableDiscriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading.sources but without aSystematically and critically discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading.coherent analysis orOften conflates/confuses assertion of personal opinion with information substantiated by evidence from the research/course materials.synthesis.Information is taken from 15+ good quality sources with and demonstrates a capacity to explain and apply relevant concepts.Analysis and evaluation doViewpoints of experts arenot reflect expertIdentify logical flaws.taken as fact with littlejudgement, intellectualquestioning.independence, rigor andQuestions viewpoints ofadaptability.experts.Information are gathered from 20+ good quality sources with a well- demonstrated capacity to explain and apply relevant concepts. Viewpoint of experts are subject to questioning.Information are sourced from 30+ good quality sources with a high level of interpretation/evaluation to develop a comprehensive critical analysis or synthesis.Analysis and evaluationIdentifies gaps inreflect growing judgement,knowledge.intellectual independence,rigor and adaptability.Exhibits intellectualindependence, rigor, good judgement and adaptability.EffectiveDifficult to understand forInformation, arguments andInformation, arguments andInformation, arguments andExpertly presented; theCommunicationaudience, no logical/clearevidence are presented in aevidence are well presented,evidence are very wellreport is logical, persuasive,structure, poor flow ofway that is not always clearmostly clear flow of ideas andpresented; the report isand well supported by20%ideas, argument lacksand logical.arguments.logical, clear and wellevidence, demonstrating asupporting evidence.supported by evidence.MKTG6002/MKT600_Assessment 1_Situation AnalysisPage 4 of 6Line of reasoning is oftenLine of reasoning is easy toclear flow of ideas andAudience cannotdifficult to follow.follow.Demonstrates culturalarguments.follow the line ofsensitivity.reasoning.Demonstrates use ofDemonstrates use of highDemonstrates use of goodEngages and sustainscredible and relevantquality, credible and relevantquality, credible andaudience’s interest in theDemonstratesresources to support andresources to support andrelevant resources totopic, demonstrates highinconsistent use ofdevelop ideas, but thesedevelop ideas.support and developlevels of cultural sensitivitygood quality, credibleare not always explicit orarguments and statements.and relevant resourceswell developed.Shows evidence of wideDemonstrates use of high-to support and developscope within thequality, credible andideas.organisation for sourcingrelevant resources toevidence.support and developarguments and positionstatements. Showsevidence of wide scopewithin and without theorganisation for sourcingevidenceEffective use of diversepresentation aids, includinggraphics and multi-media.Critically evaluatesSome relevantRelevant suppliers,Thorough review ofSystematically andsuppliers,intermediaries andrelevant suppliers,critically reviewsintermediaries andpublics are mostlyintermediaries andrelevant suppliers,publics are identified.identified.publics.intermediaries andDoes not display an understanding of the Microenvironment (e.g., intermediaries, suppliers, publics).publics.Some potentialPotential challenges areGood discussion ofclient needs with regard to Micro-environment actors –Suppliers,intermediaries, publics, customers etc.Sensible challengeschallenges aremostly identified.potential challenges,Systematically andare not presented.identified.supported by soundcritically discusses20%arguments and/orpotential challenges,good sources.supported by soundMKTG6002/MKT600_Assessment 1_Situation AnalysisPage 5 of 6MKTG6002/MKT600_Assessment 1_Situation AnalysisPage 6 of 6arguments and/orgood sources.Critically evaluatesSuperficial review of the PESTLE dimensions.Good discsussion on the DENPTC dimensions has been provided with good relevant data/information to support the arguments.client needs with regard to Macro-environment - DENPTCProvides a satisfactory discussion of the PESTLE dimensions.Thorough research on the DENPTC diemensions reveals relevant data/information. The discussion is presented in a logical and systematic approach.Critically evaluates the data/information gathered on the DENPTC dimensions. The discussion is presented with strong arguments and substantiated with relevant data as well as demostrates the potential effects on the business.No or little consideration of influenences of the external environment.Satisfactory relevant data/information provided to substantiate the discussion.20%Critically evaluates the business's overall situation to list out strengths, weaknesses, opportunities and threats and discusses appropriate strategies to draw on the strengths to capture opportunities, defend from threats and overcome weaknessesDiscussion is notrelevant to clientSome relevant factorsMostly relevant factors discussed to specify strengths, weaknesses, opportunities and threats while appropriate strategies to draw on the strengths to capture opportunities, defend from threats and overcome weaknesses not well articulated.Good discussion of internal and external environment analysis leading to list out the strengths, weaknesses, oportunities and threats and appropriate strategies to draw from the strengths to capture opportunites, defend from threats and overcome weaknesses.Critically evaluates the business's overall situation and provides a comprehensive list of strengths, weaknesses, opportunities and threats. Discussed succinctly appropriate strategies to draw on strengths to capture opportunities, defend from threats and overcome weaknesses.25%related to the business's overall situation discussed demonstrating some understanding of the concepts covered but appropriate strategies to draw on the strengths to capture opportunities, defend from threats and overcome weaknesses not clearly articulated.needs - superficial or general discussion of strengths, weaknesses, opportunities and threats.Does not show understanding of relevant concepts.