Environmental Trends and Marketing Implications for [Selected Industry]; Analysis of [Chosen Company

Aims

Choose ONE company which operates in this category for your analysis. Pet Food; Consumer Electronics; Furniture (either manufacturer or retailer); Lighting (manufacturing or lighting retailer); Chain Restaurants; Cleaning Products; Fashion Retailing; Education; Personal Care (ie colognes, body wash, facial scrubs for instance); Department Stores. Aims The aim of this assignment is to develop your skill in identifying & understanding environmental trends and what their marketing implications are. Task Description Prepare and write a professional report on key factors, trends or changes in the macro and micro environment for a particular industry (refer to your textbook for an outline of these two environments). Then select a brand or company that participates in that industry, and write a series of recommendations about how it should react to those factors, trends or changes. The industry you will be examining will be allocated to you by your tutor. Please view the External Discussion Board for industry. Endeavour to identify as many relevant factors using the components of the macro environment (demographic, economic trends and so on) and micro environment (customers, competitors, intermediaries) and as outlined in your textbook. Search for news articles, reports or other content pertaining to the industry you have been allocated. Determine which level of ‘environment’ they fall within (micro or macro) and which particular component they represent. Explain how the factor, trend or change will affect players in the industry, and whether they are favourable or unfavourable. Then, select a company that participates in this industry. Find out relevant background information about it so that you are acquainted with how it operates and some understanding of its marketing activity. Discuss how it should respond to the changes in the micro and macro environment you identified. Note, you can adapt your industry definition to some extent. For example, if you were allocated pet food you might choose to specifically examine cat food. And you can decide to focus on a particular country or region, in fact this could be desirable as it would make your examination of the company and its reaction a more manageable task. Please note, only use publicly available data, do not approach firms in an industry or industry organisations for information. The skill for this assignment is to show your grasp of what are key macro forces likely to impact the industry and company and what micro forces are likely to impact the company. My suggestion as earlier is to focus on the last 12-18 months rather than going back many years. The company may already be reacting to these factors or may have anticipated them in which case you may choose to outline this. Perhaps the company still needs to finetune its operations to reflect these changing conditions.Q. What is the layout for Major Report? A. The Major Report should be written in a report format. You can refer to the Course Outline for a detailed description of how to present the work. Don’t write ‘Introduction” or “Body” but write a more meaningful sub heading. These elements are just to guide you as to the type of content.