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An individual business report on Dock and Bay weighting 30% – Submission deadline 18th November by UK midnight. Evaluating business macro and micro environment; driven upon these analyses giving a justification for your own recommendation. Format is 1,000 words report (recommended structure) 4 subsections.
|Understanding Dock and Bay missions and goals – Amount and relevance of research undertaken and relating to Segmentation, Targeting and Positioning.||20%|
|External Analysis: PESTEL analysis , Competitor analyses, Porter 5 forces||20%|
|Internal Analysis including Key Metrics:
Internal strengths and weaknesses. Key metrics including; sales revenue , market share, profitability, costs, customer satisfaction and any others deemed necessary
|Recommendation on Marketing Mix Elements: Relevance and justification, persuasiveness and consistence in response to analyses above.||30%|
|Presentation characteristics: Overall quality of the presentation including presentation style and group dynamics
Individual Business Report
These are designed to assess students’ understanding of and ability to apply the marketing concepts and principles covered in the module. The assessment is also designed to evaluate student’s ability to communicate and structure information effectively in writing in a report and orally in a group presentation, reflecting workplace practice in real-life organisations. The audit should assess the company or division’s external marketing environment and its internal environment. It should analyse the external marketing environment using a PESTEL analysis, an industry structure and competitor analysis and a Porter 5 force analysis. These will produce the Opportunities and Threats of the SWOT analysis.
It should also assess the company’s internal environment by analysing its current generic strategy and strengths and weaknesses relative to its competitors using any relevant models and also some key measures such as sales, profitability, costs and market share. These will produce the Strengths and Weaknesses of the SWOT analysis. You will have to show evidence of undertaking secondary research, usually online from sources such as MINTEL or Euromonitor that are available through the University library. Make sure that when you use information you have gathered, you have referenced the source properly.