Role and scenario You work as marketing assistant in one of the following companies: Tesco, Nike or Body shop. Your manager has asked you to put together a report on the marketing environment. Remember that you are only allowed to select ONE company for t

Role and scenario You work as marketing assistant in one of the following companies: Tesco, Nike or Body shop. Your manager has asked you to put together a report on the marketing environment. Remember that you are only allowed to select ONE company for t

Order Description

Identify and illustrate the importance of monitoring the external
environment
10
? Explain what a PESTEL analysis is and why it is a useful marketing
tool.
? In a TABLE, produce a PESTEL analysis (focus on the industry) with a
minimum of 12 factors and at least 1 factor under each heading
(political, economic, socio-cultural, technological, environmental,
legal).
? Briefly summarise your PESTEL findings
? In a TABLE state who the organisation’s direct competitors are and
briefly describe their offering and how they compare to your
organisation (market share, usp etc.)
? Explain what a SWOT analysis is and why it is a useful marketing
tool.
? In a TABLE, produce a SWOT analysis (focus on ONE product or
service product offered by your organisation) with a minimum of 10
factors and at least 1 factor under each heading (strengths,
weaknesses, opportunities, threats). You can use factors from your
30
PESTEL and competitor analysis in your SWOT analysis, as well as
other factors you might have recognised.
? Briefly summarise your PESTEL findings
Identify and evaluate the market research tools that are available to your
chosen organisation when carrying out analysis. Why are they useful? What
do they tell the organisation?
30
From the audit, identify potential opportunities that the organisation could
pursue e.g. harvest, divest, niche. These opportunities must to be justified
15
Format and presentation 10
Total 100

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