Develop the SWOT for your selected brand linking micro and macro-environment analysis Suggest a new product for your brand, targeting the current and potential market Revise the existing Marketing mix strategies for the proposed new product

Task: Your group needs to select an eco-tourism brand/company operating in Australia with a web presence. Your choice of business must be approved by your lecturer/tutor.
1. Develop the SWOT for your selected brand linking micro and macro-environment analysis
2. Suggest a new product for your brand, targeting the current and potential market
3. Revise the existing Marketing mix strategies for the proposed new product
This business report should include the following content:
• Executive summary 100 words
• Table of Contents
• Introduction 50 words
• Company summary 50 words
• Industry overview: Description of the relevant industry, including relevant statistics from industry sources such as ABS, IBIS World, peer-reviewed articles, etc. Appropriate facts and figures on market size (Growth and the profitability) 200 words
• The brand’s Micro (company, customers, suppliers, intermediaries, competitors, publics) and Macro Environment (demographic, economic, natural, technological, political, cultural) 500 words
• Develop the SWOT
• Market Segmentation: Provide four (4) appropriate market segments for the company to consider targeting –use a segmentation table to present this information. 300 words
• Positioning: include a positioning statement and illustrate where your company is positioned, relative to competitors, on a positioning map (sometimes referred to as a perceptual map) 200 words
• New product rationale for the target market 100 words

 

 

 

 

WORD LIMIT-2500

 

 

Task: Your group needs to select an eco-tourism brand/company operating in Australia with a web presence. Your choice of business must be approved by your lecturer/tutor.

  1. Develop the SWOT for your selected brand linking micro and macro-environment analysis
  2. Suggest a new product for your brand, targeting the current and potential market
  3. Revise the existing Marketing mix strategies for the proposed new product

This business report should include the following content:

  • Executive summary 100 words
  • Table of Contents
  • Introduction 50 words
  • Company summary 50 words
  • Industry overview: Description of the relevant industry, including relevant statistics from industry sources such as ABS, IBIS World, peer-reviewed articles, etc. Appropriate facts and figures on market size (Growth and the profitability) 200 words
  • The brand’s Micro (company, customers, suppliers, intermediaries, competitors, publics) and Macro Environment (demographic, economic, natural, technological, political, cultural) 500 words
  • Develop the SWOT
  • Market Segmentation: Provide four (4) appropriate market segments for the company to consider targeting –use a segmentation table to present this information. 300 words
  • Positioning: include a positioning statement and illustrate where your company is positioned, relative to competitors, on a positioning map (sometimes referred to as a perceptual map) 200 words

 

  • New product rationale for the target market 100 words

 

Marketing Mix strategies:

1000 words

  • Product: Three levels of product, product life cycle (PLC), Branding and Brand development, Packaging and Labelling, Product mix/Product line decisions
  • Pricing: Major pricing strategies (cost based, customer value based, competition based) – internal and external considerations impacting the choice of pricing strategy-New product pricing strategies- Product mix pricing strategies.
  • Placement: supply channel structure, Diagram of the supply chain
  • Promotion mix: Major communication tools used by the brand for the new proposed product.
  • Recommendation and conclusion 100 words
  • List of references Your report must include:
  • References from the text book, supporting your argument.
  • Correct written structure. Refer to the Academic Learning Skills handout on report writing.
  • Harvard referencing for any sources you use. Refer to the Academic Learning Skills handout on Referencing.

 

  • A minimum of 10 academic references (including the text book).