BUS104 Introduction to Marketing - ASSESSMENT 3

ASSESSMENT 3: Marketing Report (Group)

The student is expected to analyses the external and internal environments (SWOT), identify a relevan strategy (S-O, W-O etc.), identify and describe a target market, and develop a suitable new product or new services for the company to introduce for this target market. Each group has to nominate a company (the client) for this plan.

Students are required to conduct a SWOT analysis, identifying the internal strengths and weaknesses and external opportunities and threats of the following companies (choose one company only)

1. Marley Spoon (https://www.marleyspoon.com.au/)
2. Oscar Wylee (https://www.oscarwylee.com.au/)
3. Continental Delicatessen (https://www.continentaldelicatessen.com.au
4. Airtasker (https://www.airtasker.com/)

The goal of a SWOT analysis is to identify the critical factors that may affect the proposed business concept (or new product or new services) and then build on the strengths to reduce the weaknesses, exploit opportunities and avoid potential threats. Students are also expected to identify and describe using segmenting variables, one target market being served by the nominated company and devise a brief marketing strategy.

Groups need to base their marketing report on appropriate theory and other relevant current market information where possible. Groups should support their report with the text and a minimum of EIGHT (8) other academically relevant and acceptable sources. These may include academic journal articles, research reports and industry analyses, but groups need to be aware of the validity of sources e.g. an unsupported newspaper article may not be considered valid.