situation analysis

Peter Renovare has been a builder for 6 years and has worked a as foreman for a major construction company for 3 years. With I

partner Brad he intends to start his own business concentrating in building pergolas and decks.

Situation analysis ( individual)


situation analysis is designed to enable you to conduct a situation analysis of an industry

sector, an important aspect of analysing both

the uncontrollable environment and target

markets to prepare a marketing audit or a marketing plan. This is a skill that will be required

in many jobs that you may have after graduation. The task will also provide you with generic

skills in research, report writing and

critical analysis of information.

Provide a minimum 3 pages, maximum 4 pages plus references (12 point, single space)

overview of your

choice of project. The choice of projects are listed on Moodle in the

assignment resource section and you can only choose from the options

provided, any other

projects need the written approval ofthe tutor, otherwise no mark can be awarded. Think of

using appendices to

provide more information like tables and graphs but do not exceed the

limit of3 pages for your body oftext.

You need to cover the

following areas:

a) size ofthe total industry (number of competitors, size, location, turnover, production,

sales, employment)

b) factors

ofthe uncontrollable environment that impact on the industry

b) major competitors (market shares, importers, local production, position of

company in

comparison to competitors)

c) trends in the industry (government policy, technological developments, major price



consumer behaviour trends (trends in purchasingltrends in behaviour patterns,

changes in preferences, trends in distribution)


markets ( industriallconsumer, size, composition, characteristics, how can the

market be segmented? What are the segmentation


e) other factors that impact on the industry.

In your marketing plan (which you will do as part of a team) you can revise your


analysis.Page 13 of 20

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You will also judge

your own work and attach to your assignment the marking sheet

indicating how well you think that you have tackled the tasks. You should

then later

compare your own assessment with the one that was provided by your tutor. This is

an important skill to learn to judge your own


Your tutor will judge you on:

a) the extent and quality of your research -the quantity, variety and quality of sources

used (eg. ABS, government websites, newspaper articles, magazine articles, reports

from consultant groups like KPMG, PWC, government

reports, industry lobby groups,

data bases like MINT). Generic links will be provided on Moodle but you will have to

undertake your own

online research as well. You also will be given instructions on how to

use the MINT data base. Using Wikipedia or the company™s website

as the major source

of information is not considered appropriate for University study.

b) Use of appropriate reference conventions (A link

to how to reference properly will be

provided on Moodle).

c) Critical analysis and evaluation ofthe sources used

d) how well you apply the

analysis to your chosen company