This assessment task requires you to develop a Marketing Environmental Analysis. A Marketing Environmental Analysis of the microenvironment and macroenvironment is key to understanding the possible impact of any external local, national or international factors on a small business. These factors tend to be outside a business owner’s direct control, however, as you have seen, business and marketing strategies can be modified to take advantage of the opportunities they present while also minimizing any potential threats.
Therefore, in this assessment task you will need to:
Demonstrate your learning about marketing concepts covered in this unit and allow you to demonstrate your level of understanding of those principles
Analyse the link between marketing practice and marketing theory
Apply appropriate business report writing skills
Use the appropriate citation of references and a reference list in your written work
Practice aligning strategies to your market analysis
Also, some helpful tips for your successful completion of part A are available in the assessment folder on Blackboard.
Assessment details for PART A:
James Baxter is a pastry chef and owns a small bakery in Adelaide. James wants to grow his brand nationally and compete with chains like Pie Face, Brumby’s, Michel’s Patisserie and Bakers Delight. He has also considered selling through Coles and Woolworths bakery options or creating high end specialty stores like Adriano Zumbo’s. If you are not familiar with Adriano Zumbo’s business (or perhaps only know his recipes), then this article from Business Spectator
(http://www.businessspectator.com.au/article/2011/10/21/resources-and-energy/sweet-talk-adrianozumbo)
should assist you.
You will be writing a report for James’ company
1. Discuss the buyer behaviour associated with bakeries
2. Analyse the microenvironment. Who are the relevant publics? Who are the suppliers? Identify who the competitors would be.
3. Briefly summarise the likely competitors, what they offer and who they seem to target
4. Analyse the macroenvironment. What are the society-wide influences on baked goods? Are there demographic, economic, natural, technological, political, or cultural trends that have, or will, affect fast food consumption?
