As set out in your Course Outline, this assignment requires you to:

LO1 Formulate ways to improve a company’s performance through an accurate diagnosis of its competitive advantage and brand strategy adopted; and
LO2 Conclude why profitability may be compromised and determine ways to improve company performance; and
LO3 Create appropriate and suitable reports with marketing plans to achieve success.

As an aspiring consultant, choose a company (to be approved by your lecturer in class) and comprehensively analyse the company from a strategic marketing perspective. Consideration may include but are not limited to evaluating the effectiveness of the company’s market positioning, social media / SEO metrics, product range, promotion, pricing, distribution and segmentation / targeting.

Prepare a Business Development Report containing the following elements:

(1) Executive Summary

Summarise the challenges from the diagnosis phase and outline the plans for improving the company’s performance. (10 marks)

(2) Analysis

Diagnose the current unsatisfactory performance and compromised profitability of the client’s company using tools, techniques and measures that are justified and appropriate (35 marks)

(3) Action Plan

i. Create a Marketing Plan for the company for the next 18 months based on the conclusions that you could reasonably expect from the analysis phase. This should contain specific actions to be initiated, timelines, and how effectiveness in improving company performance will be monitored. (35 marks)

ii. Formulate two ideas the company could improve performance and achieve more success. Discuss in some detail and make a compelling pitch why these will be effective. (15 marks)

(4) Research

Reputable sources to support your arguments spanning various mediums, such as peer-reviewed journals, conference proceedings, well-regarded books, and authoritative websites. (5 marks)