Assessment 1 – Individual Situation Analysis

This document contains the details for Assessment 1 for Marketing Management. Included are aspects such as:

 The assessment overview and report structure;

 How the assessment is to be formatted; and

 How it will be assessed by using an Assessment Criteria Sheet

You should read this in conjunction with the Course Description, which contains other pertinent information on submission, etc. It is your responsibility to fully acquaint yourself with these requirements. If you are not clear on any aspect, please speak with your lecturer who will be happy to clarify any questions.

Overview of the Assignment

You are required to demonstrate your understanding of marketing theory as we have covered in activities and material in class.

For assessment 1, you are required to prepare a situation analysis report on the Australian fashion label Bec + Bridge, founded in 2004.

You will research the brand and investigate the industry and the various environments it operates within. Drawing on your research, you will include prominent issues in a SWOT summary and develop actionable strategies the company could implement over the next 5 years to respond to opportunities and challenges you identified in your situational analysis. Your strategies should emphasis the sustainable marketing practices we consider in Week 4.

You should use academic references to define the aspects of situational analysis you investigate. You should draw on the marketing theories covered in course content in Weeks 1-4 (i.e., relevant text book chapters 1-4, and 14) as well as three (3) academic journal articles to help support your arguments.

You are encouraged to visit the company website and recent media articles to find out information specific to the company.

Further information is available in the Moodle Assessment folder.

Report Structure

Use the following structure to organise your report:

Title page

Executive Summary

Table of Contents

1.0 Introduction

2.0 Background to the company

3.0 Environmental marketing analysis

4.0 SWOT Summary

5.0 Recommended marketing strategies for the next 5 years

6.0 Conclusion

References