MKTG6002 Marketing Plan
This assessment task requires you to develop a Marketing Environmental Analysis that comprises both the micro-environment and macro-environment. The micro-environment analysis involves a scrutiny of internal environment that facilitates specifying the strengths and weaknesses, while, the macro-environment analysis requires the scrutiny of demographic, economic, natural, political, technological and cultural (DENPTC) dimensions which will assist in specifying the opportunities and threats. Changes within the macro environmental forces are outside of an organisation's direct control requiring an organisation's marketing strategies to be adjusted to capture emerging opportunities and minimise any potential threats.
Therefore, in this assessment task you will need to:
Critically analyse the link between marketing theory and practice;
Demonstrate research skills to reveal the insights;
Apply appropriate business report writing skills;
Discuss appropriate strategies with regards to your SWOT analysis.
Use the appropriate APA style both in text citation and the reference list at the end.
You should use at least 10 relevant academic references from leading marketing journals and text books to showcase quality of your research. Please see more information on referencing here: https:// library.torrens.edu.au/academicskills/apa/tool
Scenario: Riviera Holdings (Aus) Pty Ltd, (Peters Food Group) – manufactures ice cream intends to expand its business through a new product development.
1. Discuss the value propositions, core brand values and buyer behaviour of your chosen organisation;
2. Analyse the micro-environment (the company, suppliers, intermediaries, relevant publics, customers and competitors);
3. Analyse the macro environment, that is, demographic, economic, natural, political, technological and cultural (DENPTC) forces to demonstrate their impacts on your chosen organisation's strategies/capabilities to serve the target market.
4. List the strengths, weaknesses, opportunities and threats (SWOT) as well as suggest appropriate strategies by incorporating the TOWS matrix to draw from strengths to capture opportunities, to overcome weaknesses and to defend from threats.(Very important)