What customers does CLF serve and what is its value proposition?
CR068_MKTG1329_A1-1500 words report
Requirements: 1500
Business Analysis for (company name)
(Company logo)
Names and student number:
Teacher:
Part A
Introduction
Organisational overview
2.1 Company Background
Provide a brief company background including CLF’s history, the overall guiding vision and mission of the company or what the company stands for.
What customers does CLF serve and what is its value proposition?
What is its marketing management orientation?
Chapter 1 Week 1 materials
2.2 Organisational objectives
Despite its brief existence, what organisational objectives has CLF set for itself? Please note these are different to product/service objectives. They indicate whether the company is intending to grow, consolidate, innovate and take risks or be conservative in its plans. Explain your understanding of why these objectives have been set.
How does it currently engage customers? How might customers be currently classified?
Situational analysis
This section describes and analyses the organisation’s current position in the marketplace. It should answer the question ’where are we now?’ By completing the sections below, you are taking a snapshot of the current situation and analysing what is happening in this marketplace and why, identifying who the key players in the industry are and what the forces are that drive it.
Competitive analysis
Who are the competitors for CLF Australia? Are there primary and secondary competitors?
Internal analysis
Service performance
Evaluation of current marketing mix
Complete a review of the current marketing mix by identifying the company’s existing strategies and evaluate how well these are working and whether an area of strength or weakness. You will do this with a view to developing refined strategies in Assessment 2.
SWOT analysis For each of the elements identified, provide an explanation. Chapter 2 Week 2 materials
Add or delete lines as necessary.
When examining the strengths consider what the company does better that its competitors, what advantages it has over competitors.
When examining the weaknesses consider in what areas the company needs to improve the marketing mix to be more competitive
When examining the opportunities consider what new opportunities exist in the marketplace for the company’s product/s
When examining the threats consider any threats to the business from the external environment that may challenge or weaken the company’s product/s
3.4 Microenvironmental analysis for CLF.
Chapter 3 Week 2 materials
3.5 Macroenvironmental analysis
Chapter 3 Week 2 materials
IBIS Industry reports
ABS data
Add or delete lines as necessary.
Market overview
4.1 Definition of the market or category
Very clearly define and describe the industry the company operates in.
4.2 Market size in Australia
What is the size of the market? Quantify the size of the market in value ($000) terms.
4.3 Market potential
Is this a growth industry? What is the estimated future growth? Is this an attractive market to be in? What stage of the life cycle is this industry in?
4.4 Trends
Analyze the macro environmental trends affecting this industry/market. These may be any of demographic, economic, natural, cultural, technological, and political/legal trends.
IBIS Industry reports
ABS data
Portfolio planning
Using the product/market expansion grid explain what CLF is currently doing. Given the current size and position of the organisation, how do you imagine this will change going forward?
Chapter 1, Week 1 materials
What marketing information might CLF gather and how might it do this?
Chapter 4, Week 3 materials
Before submitting remove all prompts (sections in green) so that the report contains only headings, subheadings, and text. The font and spacing should be uniform throughout the document and be presented as a professional document.
References
Use Harvard referencing for both in-text citation and referencing.
2023/8/9 18)13Assessment 1: Business and market analysis⻚页码:1/4https://rmit.instructure.com/courses/111915/assignments/854387Assessment 1: Business and market analysisDue 18 Aug by 23:59 Points 25 Submitting a text entry box or a file upload File types doc and docxAttempts 0 Allowed attempts 1 Available 17 Jul at 9:00 – 20 Aug at 23:59Start AssignmentAssessment 1: Type:ReportLength:1500 – 2000 (+/- 10%)Weighting: 25%Due date:Week 5, Friday 18 August, 23:59 AESTOverviewStudents are required to individually complete the business analysis report, which examines the situational analysis of theorganisation, its environment and the competitive market in which it operates. This assessment is designed to develop your capacityto learn and apply marketing concepts and undertake a situational analysis. This assessment will progressively be completed withtime allocated and guidance provided by your teacher in the workshops. The template is to be completed using the followingtemplate:Assessment 1 Report Part A V2.docx (https://rmit.instructure.com/courses/111915/files/33112826?wrap=1) (https://rmit.instructure.com/courses/111915/files/33112826/download?download_frd=1)The organsation you will examine is the Concussion Legacy Foundation Australia (https://www.concussionfoundation.com.au/) .Please examine their website to learn about them and the work they do. Useful links (more links may be added as new information comes to hand so, please revisit frequently):Former Geelong player Max Rooke had ’20 to 30′ concussions during his career, according to AFL class action writ – ABCNews (https://www.abc.net.au/news/2023-03-14/afl-class-action-lead-max-rooke-20-to-30-concussions-writ-says/102093458)Former Collingwood AFLW player Emma Grant lodges court claim against Magpies over concussion duty of care – ABCNews (https://www.abc.net.au/news/2023-03-02/former-collingwood-aflw-player-sues-magpies-over-concussion/102043996)AFL concussion class action planned, with Melbourne law firm set to launch case for compensation in Victorian SupremeCourt – ABC News (https://www.abc.net.au/news/2023-02-27/afl-to-face-class-action-over-concussion/102026166)Submissions to Senate sports concussion inquiry call for more funding, research and education and consistent guidelines -ABC News (https://www.abc.net.au/news/2023-02-20/racgp-submission-concussion-in-sport-inquiry/101997426)AFL commits $25 million to long-term concussion study | ABC News – YouTube (https://www.youtube.com/watch?v=adUQ4V2zf_4)
2023/8/9 18)13Assessment 1: Business and market analysis⻚页码:2/4https://rmit.instructure.com/courses/111915/assignments/854387(https://www.youtube.com/watch?v=adUQ4V2zf_4)Concussion in Sport Australia | Australian Sports Commission (https://www.concussioninsport.gov.au/)Concussion – symptoms, signs and treatment | healthdirect (https://www.healthdirect.gov.au/concussion)Former AFL players and doctors speak out about player concussion – ABC News (https://www.abc.net.au/news/2023-03-20/former-afl-players-and-doctors-speak-out-about/102122138)Learning OutcomesThe targeted Course Learning Outcomes for this assessment are:CLO1: Examine the underlying philosophy of the marketing concept, its role as a business function and its relationship with otherbusiness functions.CLO2: Identify and analyse the impact of key trends in the external and internal environments on the marketing-related activitiesof organisations.Assessment detailsStudents will prepare a report describing the organisation and provide a situational analysis, including the environment in which itoperates, the competitive market, and constructing a SWOT analysis and marketing objectives.Assessment CriteriaThis assessment will measure your ability to provide information on: Organisational overviewSituational analysis including competitive factorsInternal analysisMarket overviewReferencing and presentationQuestions?If you have any questions, ask your teacher in your workshops.Referencing guidelines Use RMIT Harvard (https://www.rmit.edu.au/library/study/referencing/referencing-guides-for-printing) referencing style for thisassessment. You must acknowledge all the courses of information you have used in your assessments. Refer to the RMIT Easy Cite (https://www.lib.rmit.edu.au/easy-cite/) referencing tool to see examples and tips on how to reference inthe appropriated style. You can also refer to the library referencing page for more tools such as EndNote, referencing tutorials andreferencing guides for printing. Academic integrity and plagiarism Academic integrity (https://www.rmit.edu.au/students/student-essentials/assessment-and-results/academic-integrity) is about honestpresentation of your academic work. It means acknowledging the work of others while developing your own insights, knowledge andideas. 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
2023/8/9 18)13Assessment 1: Business and market analysis⻚页码:3/4https://rmit.instructure.com/courses/111915/assignments/854387Rubric Template (2)CriteriaRatingsPts2 pts6 ptsProvided a reference list of the publication details so your reader can locate the source if necessary. This includes material takenfrom Internet sites If you do not acknowledge the sources of your material, you may be accused of plagiarism because you have passed off the workand 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 For further information on our policies and procedures, please refer to the University website(https://www.rmit.edu.au/students/student-essentials/assessment-and-results/academic-integrity) . Assessment declaration When you submit work electronically, you agree to the assessment declaration (https://www.rmit.edu.au/students/student-essentials/assessment-and-results/how-to-submit-your-assessments) .OrganisationaloverviewBackground andidentification ofobjectives.2 to >1.6 PtsHDExceptionallywell andthoroughlyprepared.Analysissupported bythoroughresearch and useof availableliterature.1.6 to >1.4 PtsDIWell prepared withclear and conciseidentification ofrequired materialsupported by goodresearch of availableliterature material anduse of same1.4 to >1.3 PtsCRProficiently describedand analysed.Reasonably goodidentification ofrequired material thatis well researchedthrough availableliterature.1.3 to >0.9 PtsPASuperficial analysis.Mainly contained toon-line resources, withlittle additionalresearch and lack ofanalysis. Lack inidentifying requiredinformation.0.9 to >0 PtsNNNot attempted orvery weak effort.Relevanceand/or researchto available andappropriateliterature notevident.Situational analysis(1)Current competitiveanalysis, serviceperformance,marketing mix andSWOT analysis6 to >4.79 PtsHDThorough analysiswith excellentattempt to identifycurrent competitors,marketing mix,serviceperformance andSWOT for firm.4.79 to >4.19 PtsDIVery good analysiswith good attemptto identify currentcompetitors,marketing mix,serviceperformance andSWOT for firm.4.19 to >3.59 PtsCRProficient analysiswith reasonableattempt to identifycurrent competitors,marketing mix,serviceperformance andSWOT for firm.3.59 to >0.0 PtsPASuperficial analysiswith minimalattempt to identifycurrent competitors,marketing mix,serviceperformance andSWOT for firm.0 PtsNNNot attempted or veryweak effort.Insufficient attempt toidentify currentcompetitors,marketing mix,service performanceand SWOT for firm.Situational analysis(2)Current analysis ofmicroenvironmentalandmacroenvironmental8 to >6.4 PtsHDExcellent attempt atanalysis ofmicroenvironmentaland6.4 to >5.6 PtsDIVery good attemptat analysis ofmicroenvironmentaland5.6 to >4.8 PtsCRProficient attempt atanalysis ofmicroenvironmentaland4.8 to >0.0 PtsPASuperficial attemptat analysis ofmicroenvironmentaland0 PtsNNNo attempt atanalysis ofmicroenvironmentaland
2023/8/9 18)13Assessment 1: Business and market analysis⻚页码:4/4https://rmit.instructure.com/courses/111915/assignments/854387Total points: 258 pts4 pts2 pts3 ptsfactors impactingthe firm.macroenvironmentalfactors impactingthe firm,demonstratingthorough researchand analysis.macroenvironmentalfactors impactingthe firm,demonstrating goodresearch andanalysis.macroenvironmentalfactors impactingthe firm,demonstratingadequate researchand analysis.macroenvironmentalfactors impactingthe firm,demonstratingminimal researchand analysis.macroenvironmentalfactors impactingthe firm,demonstrating lackof research andanalysis.Market overviewDefining the market,market size, marketpotential and trends4 to >3.2 PtsHDExceptionallywell andthoroughlyprepared.Analysissupported bythoroughresearch and useof availableliterature.3.2 to >2.8 PtsDIWell prepared withclear and conciseidentification ofrequired materialsupported by goodresearch of availableliterature material anduse of same2.8 to >2.4 PtsCRProficientlydescribed andanalysed.Reasonably goodidentification ofrequired material thatis well researchedthrough availableliterature.2.4 to >0.0 PtsPASuperficial analysis.Mainly contained toon-line resources,little additionalresearch and lack ofanalysis. Lack inidentifying requiredinformation.0 PtsNNNot attempted orvery weak,incoherent orshallow effort.Relevance and/orresearch oravailableliteraturequestionable.Portfolio planningDescription ofcurrent activityrelevant to theproduct/marketexpansion grid andrecommendation ofactivity goingforward.2 to >1.6 PtsHDExceptionaldescription ofcurrent activityrelevant to theproduct/marketexpansion grid andrecommendation ofactivity goingforward.1.6 to >1.4 PtsDIWell prepareddescription ofcurrent activityrelevant to theproduct/marketexpansion grid andrecommendation ofactivity goingforward.1.4 to >1.2 PtsCRProficientdescription ofcurrent activityrelevant to theproduct/marketexpansion grid andrecommendationof activity goingforward.1.2 to >0.0 PtsPASuperficialdescription ofcurrent activityrelevant to theproduct/marketexpansion grid andrecommendation ofactivity goingforward.0 PtsNNNot attempted or veryweak effort. Failure todescribe current activityrelevant to theproduct/marketexpansion grid andrecommendation ofactivity going forward.Report presentationand referencingPresentation ofprofessional reportincluding completedcover page,numbered headingsand reference page.Correct use ofHarvard referencing3 to >2.4 PtsHDThoroughlycompletedtemplate asrequired andconsistent use ofHarvardreferencing with noerrors.2.4 to >2.1 PtsDIWell completedtemplate asrequired andconsistent useHarvardreferencing withonly minor errors.2.1 to >1.8 PtsCRProficient attemptto completetemplate asrequired and use ofHarvardreferencing withsome errors.1.8 to >0.0 PtsPASuperficial attempt tocomplete template asrequired and someattempt at the use ofHarvard referencing madebut containing errors.0 PtsNNNo attempt tocompletetemplate asrequired andno/incorrect useof Harvardreferencing.
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