report the major assignment will be done individually the major assignme

The major assignment will be done individually. The major assignment requires a written business report of no more than 2500 words plus appendices. It is worth 30% to end of semester mark. The assignment is to submitted via Turnitin which will be explained to you in class in Week 2. More information will be explained in class by your lecturer as well as providing a table of contents. The assignment is divided into three sections with Section A due in Week 4, Section B: Week 7 and Section C: Week 10
You will be allocated one of the Australian Brands or Companies listed below by your lecturer;
1. Qantas Domestic Airlines
2. Telstra Internet
3. McDonalds
4. Myers
5. Ford
Section 1 due in Week 4 (Worth 8% and approx. -800 words):
1. Provide a situation analysis of the industry background including size, growth and structure, trends in the market place and identify the major competitors (describe two strengths and 2 weaknesses, their USP and current strategies). In your answer, the use of models as explained in Lecture 3 (BCG and Ansoff) should also be included.
a. A review of the marketing macro environment and the forces that shape it in the industry selected. You will need to examine each macro factor and identify the opportunities and threats it presents to marketers. Each factor will have at least one references explaining it. You are to include a fully explained SWOT at the end of this section. This can be included in a table.
Section 2 due in Week 7 (worth 12% and approx. -1200 words):
a. Discuss the level of involvement for two target market segment which are likely for your organisation in terms of the decision making. In other words, perform a consumer audit on each of the segments. Your answers can be put in a table in your appendix, but an explanation for both segment should also be included in the main body. Students are expected to include an explanation of both the internal and external influences affecting the buying behaviour of both segments. In addition, there should be an explanation of the
b. Once you have an understanding of the marketing factors impacting on the particular industry, you will need to analyse their segmentation methods. Clearly explain why segmentation has been applied to your two (2) segments (target markets). In your explanation include 3 demographics, 2 behavioural, 2 geographic and 1 psychographics variable and explain why in your report. Discuss the different strategies used by the company in each of the segments.
c. At the end of this report, a positioning map (Labelled) explaining the segments identified and the variables used (not quality and price). The student should seek to explain any USP or competitive advantages the company possess which has enabled them to enter the segments you have previously identified.
d. Recommendation which target market should they concentrate on in the future. This answer should be based on your analysis as described above.
Section C Due week 10 (Worth 10% and approx. -1000 words):
Explain the marketing mix for the target market identified in Part d in Section 2. You will need to consider all elements for the product (brand, quality mix, labelling, packaging, after sales service etc), price (strategies, both internal and external factors) and promotion (a review of the promotional mix elements).
There should be ample evidence of research and preparation. Marketing texts will provide you wish a good basis for the theory, whilst industry reports, newspapers, magazines and company websites will provide you with specific examples. No use of Wikapedia, MBA.com or equivalent to be used in the report. There will be consequences if they are included in terms of mark reductions.

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