Your scenario for Assessment 1: You are a marketing consultant for a fictional company of your choice (see the Moodle shell to decide which case study you will commit to using for all assessments in this course).

 

You are required to prepare a 1500 word situation analysis for the company - consisting of an environmental scan and marketing insights - in report format written to academic conventions and of professional quality.

 

You will need to research the macro-environment relevant to the company, and because it is a fictional company, you can elaborate on some of the micro environmental factors where relevant - you will refer back to these details in Assessment 2 and 3.

 

You should consult a mixture of key academic journal articles as well as contemporary industry sources to complete your analysis of the macro and micro environments.

 

Drawing on your research, you will include prominent issues in a SWOT analysis, and highlight important points from the SWOT in a short summary that provides your client with key details to help inform their decision making for the next steps in their marketing management.

 

In addition to the rigorous research you will carry out and write up, you are also required to develop an infographic which provides a visual summary of the key findings from your research.

 

There are further resources to help you approach this aspect in the Moodle shell. Include the infographic as an appendix to your report.

 

Remember, in this assessment you are writing for a 'client', so you should also focus attention on writing a professional quality one-page Executive Summary - resources to help to with this are also available in the Moodle shell.

 

As a guide, you should include a minimum of 8 relevant academic journal articles and 2-3 contemporary reputable industry sources.

 

Report Structure - Use the following structure to organise your report:

Title page

Executive Summary

Table of Contents

1.0 Introduction

2.0 Scope of Report - background to company and purpose of report

3.0 Environmental marketing analysis

3.1 Include relevant subheadings

4.0 SWOT Analysis

5.0 Conclusion

References

 

THE LAST PAGE SHOULD BE INFOGRAPHIC

 

 

THERE is  GIVEN CASE STUDIES 

 

OPTION 2: Dark Light - Alternative health therapies company

 

Dark Light is an alternative health therapies company established in 2019. Dark Light was established by Tobi, a personal trainer who saw a gap in the market for alternative and holistic health and wellbeing therapies, with their flagship service being an Epsom Salt Bath, complemented with traditional Eastern medicines including gentle exercise classes, massage, acupuncture and herbal medicines. At the end of 2019, Tobi and his team of investors had opened sites in Paris, New York, Hong Kong, Singapore and Sydney. Dark Light offer a typical fee for service model, as well as a Healer's Subscription, which is a monthly payment of $50 dollars and entitles the subscriber to one treatment of their choice per month and a percentage discount on additional services. However, the global pandemic of COVID-19 brought a rapid stoppage to Dark Light's services and operations. As the world looks to recover from the impact of COVID-19 and businesses navigate the economic and social realities of a post-COVID global marketplace, Dark Light's owners are now seeking your advice as they look to recommence their alternative health therapy services over the next few months.

 

Dark Light established a supportive and loyal customer base very quickly, and 60% of their subscribers maintained their subscription during the COVID-19 lockdown period, accumulating their credits to use when their facilities re-open. While they are confident that a fair share of their existing clientele have maintained jobs and economic certainty through the COVID-19 lockdown, they are worried about the public perception of the health services sector affecting the economic recovery and ongoing growth of their business. They are aware of a public misconception about the risk of contracting COVID-19 while using the Epsom Salt Bath, actually Epsom salt is inhospitable for bacteria and virus.

 

Also related to the public perceptions and accessing health services, are the additional bottom-line costs of COVID-19 sanitization, which are over and above existing sanitation practices that already take place. Dark Light have been able to maintain a skeleton staff, but a number of their alternative therapists are private contractors who have really been impacted by the lack of work available over the last few months.