The
goal
of
a
SWOT
analysis
is
to
identify
the
critical
factors
that
may
affect
the
proposed
business
concept
(or
new
product
or
new
services)
and
then
build
on the strengths
to
reduce
the
weaknesses,
exploit
opportunities
and
avoid
potential
threats.
Students
are
also
expected
to
identify
and
describe
using
segmenting variables, one target market being served by the nominated company and devise a brief marketing
strategy.
Groups need to base their marketing report on appropriate theory and other relevant current market information where possible. Groups should support their report with the
text and a minimum of EIGHT (8) other academically relevant and acceptable sources.
These may include academic journal articles, research
reports
and
industry
analyses,
but
groups
need
to
be
aware
of
the
validity
of
sources
e.g.
an
unsupported
newspaper
article
may
not
be
considered valid.
Suggested Structure
Executive Summary
, half a page summary contains the key findings of the report.
Section 1
: Introduction and background to the company
Introduction
to
the
task,
definition,
purpose
and
value
of a
SWOT
analysis
for
organizations.
Introduction
to
the
company
being
analysed
including
e.g.
RELEVANT
history,
current
market and product
lines
Section 2
: Analysis of the marketing environments (external and internal environment) and present the summary in SWOT table
Section 3
: Recommendation
a.
Target Market
: identify and describe the company target markets based on the four segmentation bases
b.
New product/new services description
: based on the result of SWOT analysis, recommend
new
product
or
new
services
design
for
the
identified
target
market
(point a) and explain the customer value provided by this new product/new services
Briefly devise
the strategies
of the relevant marketing mix variables (the 4ps for new product
OR the 7Ps for new services
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