Situation analysis

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) The 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 points cl) consumer behaviour trends (trends in purchasingltrends in behaviour patterns, changes in preferences, trends in distribution) f)target markets ( industriallconsumer, size, composition, characteristics, how can the market be segmented? What are the segmentation variables?) 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 shuafion analysis.Page 13 of 20 Australian Government Higher Education (CRICOS) Registered Provider number: #OO212K 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 performance. 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