Where specified, assignments should be submitted in report format, which means that they should include a one page Executive Summary, the main report, references and any appendices.
Report layout and presentation
The expectation is that reports will be presented in a professional and business-like manner. To that end, correct spelling, punctuation, and sentence and paragraph structure are essential. You should endeavour to submit a report that is logical, well-structured and error-free. Tools like proofreading and read aloud should assist you. The overall aim is for you to develop the skills to prepare advanced written communications which mirror those used in industry, and which are also academically sound.
ALL websites that you cite should appear in the Reference list and MUST have the date retrieved
The inclusion of charts, diagrams and figures from other sources must be acknowledged. If you have developed the material further, include that information too
Check the format for your Reference list.
For the Reference list, you MUST use italics for titles and Capitalize Every Significant Word in Journal Titles, and the first word of book titles as per the guidelines provided above
And COMPANY NAME IS TOYOTA COMPANY
You need to write about following topics
Paragraph one: What is the background to your project; its purpose for what scope of the business. Briefly, what is the nature of your strategy audit?
Paragraph two: main findings: Market position and value proposition.
Paragraph three: main findings: Competitive advantage based on key strengths and noting weaknesses. Key capabilities: those that support each of the key strengths.
Paragraph four: Main recommendations, especially worthwhile opportunities.
Table of contents:
2.Company Description, Purpose and Goals
Very brief history of the company;
Key purpose of the company and vision.
3.Market and Customer Analysis
Learn how to scan the environment to dig out data [Google etc]
Be aware that the market is more than just the company sales
How big is the market? Global? Australia? Spain? [if relevant]
Market growth = ? [percentage change for the past 5-10 years if available]
Market trends - such as the possible growth in demand for green or healthy products if that is relevant here
Market demographic segments [which ones are important?]
Market psychographic segments [which ones are important?]
Are there distinct segments? Which ones are most relevant to your company?
Customer needs = ? [can you sketch a profile of your typical customer?
Look up a definition of the value proposition.
Essentially refers to the marketing offer to the target market. Marketing offer is a special way of referring to the marketing mix.
Essentially, the value proposition is a particular configuration (mix) of the key buying criteria. Work out how to shape the wording of the value proposition.
4Ps, with proper weighting.
Think about the value proposition as a reason why you want a potential customer to buy from you rather than a competitor. You could also imagine actually using it [in full or part] in an advertisement or brochure.
Make sure you fully understand it. Be careful how you word it. Put it into a full sentence. Have you missed any vital component? By all means discuss the value proposition fully as above in terms of all of the issues, BUT make sure that you also include this final single sentence summary, which is what you have to put into practice.
Look up the text on market positioning.
Every firm should have a unique market position.
Again there may be a connection to the buying criteria and value proposition. For example, your particular company might be positioned as a leader (very effective) in service or something else.
If possible, I like it to be clear if the company is particularly effective in which of the following four things: innovation, brand, relationships or prices.
Also include the market share (as a percentage) or approximate market share if it is hard to calculate.
With the market share information it is useful to indicate that the firm is the market leader (largest market share) or ranked second, third or whatever.
When you are developing a position for your company (A to F) it is useful to also indicate a brief market position of the nearest competitor.
5.Competitive Advantage, Strengths, Weaknesses and SWOT
Make sure you understand what SWOT stands for. Your top strengths form your competitive advantage, relative to competitors. This should apply to your top strength and perhaps number-two strength. Your third and maybe fourth strength might be parity with competitors.
I suggest that you limit yourself to 3-4 of each of S, W, O and T. [otherwise you will lose focus]. In this section you are discussing strengths and weaknesses only - another section below covers opportunities and threats.
You know a lot about strengths. Revisit the text and notes to remind yourself, especially the connection to SCA, sustainable competitive advantage. So the top strength should generate a competitive advantage; maybe also the second strength. Eventually a strength might be at parity [equality] with competitors
Develop your skills at researching strengths - using the internet especially, but also trade and journal articles.
Write them as first, second, third strength in that order.
Mention whether the firm has a competitive advantage in that strength or is just parity (equality) with competitors.
Elaborate on the strength a little, do not just use a single word. If it is quality, elaborate on what that means in the context of the company.
Similar to the strengths, do some research to find out about weaknesses.
Some weaknesses may be hard to find out about and could be based on complaints etc, which you might know about at a personal level or in the media.
Again order, starting with the biggest weakness, then the next one.
If you feel that say the second or third weakness is only a minor one, then say that, and indicate why it is so.
Be very aware of the differences between strengths and capabilities Strengths have a sharp edge with the customer as part of the value proposition. Capabilities are internal to the firm; think of them as a black box that drives the engine of the firm. Capabilities enable the strengths to happen.
Capabilities are the intangible sets of knowledge, resources and abilities that enable the company to generate the strengths it has.
For example, if innovation is strength, then R and D might be a capability, as might knowledge and motivated design staff. If branding is strength, then marketing resources and brand orientation might be capabilities.
Try and get to the essence of the most relevant and powerful capabilities that are relevant to your company.
If you have three strengths then you should indicate which particular capability supports each strength, suggesting at least three capabilities [but each one is carefully linked to a particular strength].
6.Opportunities and Threats:
Again, just 3-4 and no more of each of opportunities and threats.
It can be in any area, such as new branding, product expansion, geographic expansion, targeting a new segment. The area should be one where you think based on the situation analysis that the new initiative can improve the performance of the company. It needs to have a certain logic.
Do your research about the external environment facing the firm; also need to use your imagination.
Think about exactly what is an opportunity.
Opportunities that are not all that relevant or not at all feasible, are not really true opportunities.
List your opportunities in order of attractiveness.
Opportunities can include redesigning the marketing offer, innovating, rebranding, entering new markets, revitalising any aspect of the business, anything you like, etc.
Essentially, opportunities are potential future strategies. Keep this in mind, but you do not have to do much at this stage. Nonetheless, some apparent strategies like "go into China" are just words rather than an opportunity. So you may need to elaborate a little on how you are going to go into China [doing what a little different?]. Maybe needs just another sentence.
Threats are external to the firm; not weaknesses as such.
Often threats come from competition, changing social trends, etc.
Put in correct order.
Do a strengths and weaknesses of your two main competitors [HINT from Bill Try and limit it to no more than 3-4 of each S and W]
Do a five forces competitive analysis
SWOT analysis start with internal factors of strengths (S) and weaknesses (W).
HINT from Bill Try and limit it to no more than 3-4 of each S and W.
External factors O and T. again limit your analysis to three of each.
8.Overall evaluation of the current marketing strategy:
This is an important section to pull together the total project.
You will benefit from a gut feeling that the marketing strategy is going very well, fairly well or having some obvious challenges.
In the first instance, give the strongest positive story summary of the strategy. Indicate what is going well and identify some central activities that cut across the sections - themes that integrate the strategy. You need to create a harmonious flow of marketing activities (concepts as presented in each section) that present the marketing strategy as a living mechanism. Be poetic if necessary. Show how all the bits link, but say it very tightly and coherently. This is a big challenge for you.
After you have created this flow of energy pulling it together in a positive way, you are free then to refer to special issues, such as apparent problems in whatever areas, capabilities, weaknesses or threats, as more negative possibilities. This only comes after you summarised the positives. [idea of a right and left boxing jab].
This section is worth more marks.
No need to overdo the length of it; between half a page and one page [no room for waffle or overly simple description; pack a punch with your words and ideas; be succinct, but still tell the full story.
Keep in mind, that is it your call as to what the marketing strategy is [it should NOT be a simple lift out from their web page]. You will identify a different strategy to what the company says it is doing. Why? [because we have different components of the strategy; and maybe a different emphasis on which bits are more important; and what companies say they are doing is not always what they actually do in practice].
References and any
You must follow all of above rules