You are required to demonstrate your understanding of marketing theory as we have covered in activities and material in class. This assessment relates to the content we cover in Topics 1-5, use these lectures and resources as a guide to what you need to consider in your assessment.
You will perform better in the assignment if you are able to integrate marketing theory into your analysis and use academic theory to develop a balanced critique of the marketing environments.
Your scenario for Assessment 1: You are a marketing consultant for a fictional company of your choice (see the Moodle shell to decide which case study you will commit to using for all assessments in this course).
You are required to prepare a 1500 word situation analysis for the company – consisting of an environmental scan and marketing insights – in report format written to academic conventions and of professional quality.
You will need to research the macro-environment relevant to the company, and because it is a fictional company, you can elaborate on some of the micro environmental factors where relevant – you will refer back to these details in Assessment 2 and 3.
You should consult a mixture of key academic journal articles as well as contemporary industry sources to complete your analysis of the macro and micro environments.
Drawing on your research, you will include prominent issues in a SWOT analysis, and highlight important points from the SWOT in a short summary that provides your client with key details to help inform their decision making for the next steps in their marketing management.
In addition to the rigorous research you will carry out and write up, you are also required to develop an infographic which provides a visual summary of the key findings from your research.
There are further resources to help you approach this aspect in the Moodle shell. Include the infographic as an appendix to your report.
Remember, in this assessment you are writing for a ‘client’, so you should also focus attention on writing a professional quality one-page Executive Summary – resources to help to with this are also available in the Moodle shell.
As a guide, you should include a minimum of 8 relevant academic journal articles and 2-3 contemporary reputable industry sources.
Report Structure – Use the following structure to organise your report:
Title page
Executive Summary
Table of Contents
1.0 Introduction
2.0 Scope of Report – background to company and purpose of report
3.0 Environmental marketing analysis
3.1 Include relevant subheadings
4.0 SWOT Analysis
5.0 Conclusion
References
THE LAST PAGE SHOULD BE INFOGRAPHIC
THERE is GIVEN CASE STUDIES
OPTION 2: Dark Light – Alternative health therapies company
Dark Light is an alternative health therapies company established in 2019. Dark Light was established by Tobi, a personal trainer who saw a gap in the market for alternative and holistic health and wellbeing therapies, with their flagship service being an Epsom Salt Bath, complemented with traditional Eastern medicines including gentle exercise classes, massage, acupuncture and herbal medicines. At the end of 2019, Tobi and his team of investors had opened sites in Paris, New York, Hong Kong, Singapore and Sydney. Dark Light offer a typical fee for service model, as well as a Healer’s Subscription, which is a monthly payment of $50 dollars and entitles the subscriber to one treatment of their choice per month and a percentage discount on additional services. However, the global pandemic of COVID-19 brought a rapid stoppage to Dark Light’s services and operations. As the world looks to recover from the impact of COVID-19 and businesses navigate the economic and social realities of a post-COVID global marketplace, Dark Light’s owners are now seeking your advice as they look to recommence their alternative health therapy services over the next few months.
Dark Light established a supportive and loyal customer base very quickly, and 60% of their subscribers maintained their subscription during the COVID-19 lockdown period, accumulating their credits to use when their facilities re-open. While they are confident that a fair share of their existing clientele have maintained jobs and economic certainty through the COVID-19 lockdown, they are worried about the public perception of the health services sector affecting the economic recovery and ongoing growth of their business. They are aware of a public misconception about the risk of contracting COVID-19 while using the Epsom Salt Bath, actually Epsom salt is inhospitable for bacteria and virus.
Also related to the public perceptions and accessing health services, are the additional bottom-line costs of COVID-19 sanitisation, which are over and above existing sanitation practices that already take place. Dark Light have been able to maintain a skeleton staff, but a number of their alternative therapists are private contractors who have really been impacted by the lack of work available over the last few months
This report provides a comprehensive situation analysis of Dark Light, an alternative health therapies company founded in 2019. Dark Light offers holistic health and wellbeing therapies, including Epsom Salt Baths, traditional Eastern medicines, gentle exercise classes, massage, acupuncture, and herbal medicines. The company’s operations were disrupted by the COVID-19 pandemic, prompting the need for strategic planning to navigate the post-pandemic marketplace. This analysis includes an environmental scan, a SWOT analysis, and key insights to guide Dark Light’s marketing strategies.
This report analyzes the current situation of Dark Light, an alternative health therapies company, in the aftermath of the COVID-19 pandemic. The goal is to provide insights and recommendations for the company to successfully restart its operations and overcome challenges in the post-pandemic marketplace.
Dark Light, established by Tobi in 2019, offers alternative health therapies, including Epsom Salt Baths and traditional Eastern medicines. This report aims to conduct a thorough analysis of the company’s macro and micro-environments, highlighting potential opportunities and challenges.
Economic Factors: Economic recovery post-COVID may impact consumer spending on health services. Dark Light must adapt pricing strategies and payment models to align with changing economic conditions.
Socio-Cultural Factors: Public perceptions of health services and COVID-19 safety concerns might influence customer behavior. Clear communication about the safety measures implemented by Dark Light is crucial.
Technological Factors: Embracing digital platforms for consultations, bookings, and payments can enhance customer convenience and accessibility.
Political and Legal Factors: Compliance with evolving health and safety regulations is paramount. Dark Light must also navigate potential changes in healthcare policies that might affect the holistic therapy sector.
Environmental Factors: Growing interest in holistic health aligns with environmental sustainability trends, allowing Dark Light to showcase its commitment to personal and planetary well-being.
Customers: Dark Light’s loyal customer base offers an advantage. Tailored marketing strategies to address safety concerns and highlight benefits of holistic therapies can attract new customers.
Competitors: Identifying and analyzing competitors’ approaches to post-pandemic operations can help Dark Light differentiate itself and leverage its unique offerings.
Suppliers and Distributors: Collaborating with suppliers to ensure a steady flow of quality products is crucial. Exploring partnerships with distributors for product expansion can drive growth.
Dark Light’s strong customer base and maintained subscriptions during the lockdown indicate customer loyalty and trust.
Addressing public misconceptions about the safety of Epsom Salt Baths through educational campaigns can mitigate concerns.
Leveraging digital platforms for marketing, appointments, and sharing customer success stories can enhance engagement.
Incorporating eco-friendly practices into operations can align with consumer values and attract environmentally conscious customers.
Strengths: Loyal customer base, unique holistic offerings, global presence.
Weaknesses: Dependence on private contractors, lack of clarity in post-pandemic marketing strategies.
Opportunities: Growing interest in holistic health, potential for digital expansion, environmental sustainability trends.
Threats: Economic uncertainty, public health concerns impacting customer footfall, competition from traditional healthcare services.
Dark Light faces both challenges and opportunities in resuming its operations post-COVID-19. By leveraging its strengths, addressing weaknesses, and capitalizing on emerging market trends, the company can navigate the complex landscape and continue to thrive in the alternative health therapies sector
In conclusion, Dark Light’s success post-pandemic will depend on its ability to adapt to the evolving marketplace and effectively communicate its unique value proposition while addressing customer concerns. This situation analysis provides a roadmap for Dark Light to make informed decisions and formulate effective marketing strategies that resonate with both loyal customers and new prospects.
As a renowned provider of the best writing services, we have selected unique features which we offer to our customers as their guarantees that will make your user experience stress-free.
Unlike other companies, our money-back guarantee ensures the safety of our customers' money. For whatever reason, the customer may request a refund; our support team assesses the ground on which the refund is requested and processes it instantly. However, our customers are lucky as they have the least chances to experience this as we are always prepared to serve you with the best.
Plagiarism is the worst academic offense that is highly punishable by all educational institutions. It's for this reason that Peachy Tutors does not condone any plagiarism. We use advanced plagiarism detection software that ensures there are no chances of similarity on your papers.
Sometimes your professor may be a little bit stubborn and needs some changes made on your paper, or you might need some customization done. All at your service, we will work on your revision till you are satisfied with the quality of work. All for Free!
We take our client's confidentiality as our highest priority; thus, we never share our client's information with third parties. Our company uses the standard encryption technology to store data and only uses trusted payment gateways.
Anytime you order your paper with us, be assured of the paper quality. Our tutors are highly skilled in researching and writing quality content that is relevant to the paper instructions and presented professionally. This makes us the best in the industry as our tutors can handle any type of paper despite its complexity.
Recent Comments