Submit in MS Word document
Length: 2000 words.
Font: Times New Roman, 12 point font, singled spaced.
Your report should include an overview of the macro and micro environment in which the company is operating. This may require you to research beyond the information in the case and/or make some assumptions. You should include an explanation of the relevant macro-environment trends, consumer needs and buying behaviour, the competitive environment and the capabilities of the organisation. You should not just repeat the information in the case, but rather use marketing tools and concepts to critically assess this environment. You may need to conduct further research outside of the case materials but DO NOT CONTACT the organisation directly.
You should evaluate the current strategies of the organisation and identify ONE major marketing issue the company is facing. This issue does not need to be the same issue highlighted in the case. A SWOT Analysis could be used as a tool to summarise and coordinate relevant information. Ensure that you
incorporate marketing concepts in the statement of the case issues, as this will ensure that your recommended solutions are also related to marketing strategies.
Before deciding what course of action to recommend, you need to consider at least three (3) alternative ways in which the issue can be addressed. Evaluate the alternative strategies before one is selected.
You will need to examine the advantages and disadvantages for the various alternatives, linking your discussion to the marketing environment of the firm.
Recommend ONE best strategy for the organisation to address the issue. Justify your selection with reference to the information in the situational analysis and marketing theory.