Page 3 of 10Assessment details IntroductionIn this assessment you are required to conduct research to gather publicly available information about the Industry Partner’s (refer to Canvas Assessment page) internal situation and external factors/trends that are currently taking place in the market/industry, where the Industry Partner is operating. You will need to refer to this same Industry Partner for all the assessments in this course. Market intelligence is positioned within the situation analysis, which is the first part of a marketing plan where external market influences and internal organisational resources and capabilities are assessed, in order to inform marketing opportunities for the organisation.You will need to summarise your external and internal analysis in a form of SWOT analysis. Based on your SWOT analysis, you will generate some growth strategies for the Industry Partner using TOWS analysis and an Ansoff matrix. Supporting activities The following table outlines what is taught in the course and which sections link to the assessment. AnalysisActivity TitleWhere on Canvas?Section 1: External Analysis (Industry) PESTLE analysis Consumer Behaviour insightsActivity 1.3. 0Activity 2.2.0Section 2: Internal Analysis(Industry Partner/Company)Brand purposeValue propositionActivity 3.2.0Activity 3.3.0Section 3: Summary of Internal and External analysis SWOT analysis Activity 1.4.0; 3.4.0Section 4: Ideation (recommendations for growth)TOWS analysis Ansoff matrixActivity 1.4.0; 3.4.0Activity 1.4.0; 3.4.0Report Structure Requirements The below sections are a guideline to follow for Assessment 1: Cover PageTable of Contents
Page 4 of 10Executive summary• The summary provides a summation of the report’s aim and findings. An executive summary is beneficial for Executives who might not have time to read an entire report but want to understand the main findings/highlights of the report. The executive summary is not an introduction that informs what is to come.•The reader needs to know exactly what you did and why, and importantly what you found and recommend. The conclusion of your proposed argument (recommendation, or key findings) appears in your executive summary. Section 1: External analysis • Define the industry/market in which the Industry Partner is currently operating and present some publicly available data about the industry. • Analyse such industry/market by applying a PESTLE analysis model to discover some market forces and trends that have major implications for the Industry Partner.• Analyse the current/existing customers of the Industry Partner. You can draw your information from the literature and scholarly materials. In this consumer research, you will need to identify major factors that affect them and their buying decisions, their needs and desires.• All findings and information discussed in this section need to be referenced and justified using evidence-based literature. Section 2: Internal analysis • Gather all publicly available information about the Industry Partner, particularly regarding their brand purpose and current value proposition. • Present a comprehensive description of who they are, their purpose in the market, their current promises to customers as well as their competitive advantages in the industry/market. Identifying their resources and capabilities would also be helpful in this section.• All findings and information discussed in this section need to be properly referenced. Section 3: Summary of Internal and External analysis • Summarise both of the external and internal analysis in the previous sections into a SWOT analysis matrix. Your internal analysis (Section 2) will inform the content of your analysis of the Industry Partner’s Strengths and Weaknesses, and your external analysis (Section 1) will inform the Industry Partner’s Opportunities and Threats. • Findings and information discussed in this section will need to be referenced and justified using academic/scholarly articles to add evidence-based literature.
Page 5 of 10Section 4: Ideation • Convert your SWOT into a TOWS matrix, indicating several strategies that you might find useful for the Industry Partner based on the information presented in Section 3. Remember to take into consideration the Industry Partner’s brand purpose, resources and capabilities when generating these strategies and elaborate and justify each of the strategies mentioned in the TOWS matrix. • Based on the strategies generated from TOWS, use the Ansoff’s matrix to propose product/service-related growth strategies for the Industry Partner. Like TOWS, elaborate and justify Ansoff’s growth recommendations.• All findings and information discussed in this section need to be referenced and justified using academic/scholarly articles to add evidence-based literature.Section 5: Conclusions•Provide a comprehensive conclusion of your report, drawing from the content of Section 1-4. Reference List•Provide a comprehensive list of all the references used in this report using RMIT Harvard Referencing style. A minimum of eight (8) references is required in this assessment, which includes at least one (1) industry reports, four (4) peer-reviewed articles, and three (3) other credible sources of information.
Page 6 of 10Referencing guidelines Use RMIT Harvard referencing style for this assessment. You must acknowledge all the courses of information you have used in your assessments. Refer to the RMIT Easy Cite referencing tool to see examples and tips on how to reference in the appropriated style. You can also refer to the library referencing page for more tools such as EndNote, referencing tutorials and referencing guides for printing. Submission formatThe assessment will be submitted in Canvas as a file upload. Academic integrity and plagiarismAcademic integrity is about honest presentation of your academic work. It means acknowledging the work of others while developing your own insights, knowledge and ideas. You should take extreme care that you have: •Acknowledged words, data, diagrams, models, frameworks and/or ideas of others you have quoted (i.e. directly copied), summarised, paraphrased, discussed or mentioned in your assessment through the appropriate referencing methods •Provided a reference list of the publication details so your reader can locate the source if necessary. This includes material taken from Internet sites If you do not acknowledge the sources of your material, you may be accused of plagiarism because you have passed off the work and ideas of another person without appropriate referencing, as if they were your own. RMIT University treats plagiarism as a very serious offence constituting misconduct. Plagiarism covers a variety of inappropriate behaviours, including: •Failure to properly document a source •Copyright material from the internet or databases•Collusion between students
