Defining and Understanding the Marketplace and Customers

Task 1a: Defining and Understanding the Marketplace and
 Individual task work 20%
 4-page document
 Due 31st Aug 9.00am via Turnitin.
In this individual assessment, students are allocated a customer and company and are
required to develop a document with a focus on clearly communicating the students’
understanding of the current customer and marketplace.
As task 1a creates the foundation for all other assessment tasks that follow, as well as being
pivotal to discussions within the flipped classroom environment that will occur in week 5, late
submissions will not be accepted.
Task 1a Aim
Students will be allocated a customer segment and Company. With this segment and
company in mind, you are to individually construct a thorough current situation analysis i.e.
establish “Where are we now?”. This will include but not limited to a thorough:
 Customer profile,
 Choice and justification of a brand within your allocated company that you feel this
segment would/could be attracted to,
 Microenvironmental (internal) analysis with a focus on allocated segment and chosen
 Macroenvironment (external) analysis with a focus on allocated segment and chosen
 SWOT that draws the internal (SW) issues from the students Microenvironmental
analysis and their External (OT) issues from students Macroenvironmental analysis.
Task 1a Administration Guidelines
Individual reports must be no more than 4 pages in length at size 12 font, 1.5 line spacing
and must conform to the Business School Written Document Policy. Please note, as per
Business School Policy, the page limit includes in-text referencing and the reference list.
To ensure feedback is returned promptly, please attach the Task 1a grading sheet (see
attached; not included in Task 1a page count) as the first page of the document. Marks will be
deducted for lack of grading sheet.
Students must individually upload assignments to the appropriate folder in Turnitin (see link
Assignments on Canvas)