Marketing Issue Analysis and Strategy Development ASSIGNMENT BRIEF You have a choice of the following marketing scenarios: 1. A struggling brand in Polaroid facing product irrelevance 2. An...

Marketing Issue Analysis and Strategy Development ASSIGNMENT BRIEF You have a choice of the following marketing scenarios: 1. A struggling brand in Polaroid facing product irrelevance 2. An increasingly crowded market space imposing on Qantas 3. Brand Australia: Selling Australia as a premium tourist destination 4. Apple’s future after the iWatch: what’s next? 5. The fast-fashion effect: Keeping David Jones alive in Melbourne ---------------- You are required to perform a short overview of the marketing issue at hand, as well as conduct a situation analysis and develop strategic alternatives to address marketing problems for one of the issues above. Specifically, you are expected to evaluate the brand’s/company’s business proposition, remote (PEST) and near environments (industry, competitors, consumers) and internal strengths and weaknesses. You are not expected to approach the organisation in your research for this assessment. You will be able to complete this assessment drawing purely on publicly available information, and links that I will make available to you, including your own independent research. Your strategy should be prepared as a structured-response, detailed below. The plan must be a practical document that you anticipate an organisation would adopt and put into effect. Apply as much relevant content from this subject as possible. All lectures we have had so far contain information that is helpful to you to help explain and justify your strategy. **Word counts are approximate and a guide only Issue Overview and Situation Analysis (1000 words) ? Business scope Background about your company/product/brand ? Remote environment This includes the analysis of the relevant PEST factors. What is the main marketing issue on hand here? ? Near environment This section includes industry analysis, competitors, and consumers. ? Internal analysis Here internal strengths and weaknesses are to be described. A SWOT maybe useful here. Think about some of the other tools we used: Value Chain Analysis, BCG/Portfolio Matrix. ? Problems and opportunities statement A summary of the main findings of your situation analysis with the key points most relevant for your upcoming strategy formulation. Specify explicitly what the key marketing issues are that are facing your organisation or brand. Problems and opportunities should be clearly expressed and actionable. Strategic Proposal (1500 words) Briefly justify and provide rationale of 3 strategic options with how to address some of the problems you have identified in your situation analysis. Draw from and link these to your problems and opportunities statement. Revisit the lecture content and readings to describe and justify ONE CHOSEN top-line marketing strategy. Marketing Mix development With your selected core strategy, develop the components of the marketing mix. Explain how it would look and what specifically should be done with respect to: ? Product ? Promotions (incl. a short Brand Strategy if necessary) ? Price ? Place **Note that not all components (4Ps) need to change; it is acceptable that some elements need/should remain the same. Please evaluate and justify your proposals with respect to your core strategy, and emphasise the value that you will be providing.