USE THEORIES IN POWERPOINT AND CREATE DIAGRAMS LIKE SWOT ANALYSIS
Report is based on external analysis (attached) but focus is on bondi sands for internal analysis.
ASSESSMENT TASK:
Internal Analysis of Bondi Sands (australian company)
Complete an Internal analysis
Weighting: 10% of total marks
Details of task for consideration:
Knowing what information will help you to evaluate previous decisions and strategies already made by senior management is important. Understanding how these decisions guide functional marketing activities and how to evaluate the success of the previous periods marketing activities is found in the lectures and your readings and your understanding of the unit.
Refer to Mission & Vision to guide the process of evaluation of implementation
What tools were used previously to give direction and what does it tell you about the organisation’s growth/direction strategies? Refer to the briefing which outlines both the history and future aspirations. You might use such decision-making tools in your appendix as they were applied in other levels. You can use the decisions to evaluate the successful marketing functions support of these guidelines. It may indicate S & W
Business overview again
Organisational skills and capabilities
· Organisational Skills – things the company does that are exceptional?
· Organisational Capabilities and non-financial resources for the company How well does your company and brand perform against power in industry and CSF?
· Organisations Resources – financial and other as identified. Try to justify opinion
Are they innovative, is the company reputation an asset? Use tools to help you determine key process skills and capabilities that are strengths and weaknesses.
SBU performance of the Brand at a category level and its positioning for target market. How well is the brand performing in the category? Market leader/share etc. Is it growing or declining? Is the positioning effective and unique and does it resonate with target customers?
Evaluate Functional (marketing) plan – Marketing mix activities to meet current customer needs
Use either the Total Product Concept (TPC)or Kotler model to help you compare the current offering features and characteristics to the ideal offering from your potential customer analysis.
This will help you identify S & W.
Identify what you must do to reconfigure the offer in your later marketing mix strategies andtactics. Note it must satisfy “positioning.”
Remember the need to encourage both types of customers.
Use metrics to evaluate effectiveness and performance of marketing activities in the previous period.
Note the measures of performance outlined in the investor presentation, annual report. How do they compare with direct and indirect competitors where information is available? Can you find sufficient information to enable you to evaluate marketing spend against sales?
Tools to give insight – Value chain – S & W key processes, product lifecycle (potential marketing activities), TPC or Kotler model
Complete the analysis of your situation analysis with SWOT in accordance with theory from lectures in week 6.
Presentation & Formatting (1000 words / 12 pp max, TNR 12 pt, double line spacing (unless in table / diagram), fully justified paragraphs, 3 cm margins)
FORMAT TO USE!!!!!!!
Introduction
Mission and Vision Evaluation
Business Overview
– Organisational Skills
– Organisational Capabilities and Resources
– Innovation and Reputation
Strategic Business Unit (SBU) Performance
– Market Share
– Growth Trends
– Effectiveness and Uniqueness of Positioning
Functional Plan Evaluation
Evaluating the Effectiveness of Performance Metrics
Conclusion
Appendix
References
READ powerpoint slides and use theories from there.
