Project Brief:

This assignment requires your group to pick a company within an industry of your choice and to conduct an analysis and presentation of this industry using the following tools/criteria:

1. Critically examine the company environment including current sales, management structure, and analyse the company’s current marketing activity. (Value chain/core competencies) (20 marks)

2. Conduct an environmental scan by analysing the whole industry (e.g. macro analysis using PESTEL analysis). (20 marks)

3. Analyse the company’s consumer/business markets. What are the customers buying behaviours/motivations? (Include the buying decision process). (20 marks)

4. Examine the company’s competitive environment. Analyse their strategies, objectives, strengths and weaknesses. Ascertain whether there are any that pose a special threat to the company (competitor Strength grid/Porters 5 forces). (20 marks)

5. Complete a SWOT (using TOWS matrix) on the organisation. Having completed the SWOT, you are now in a position to answer the question as to the value propositions offered by the company and the key strategic questions facing them. (20 marks)