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P​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​ESTELE/SWOT Analysis Structure Executive Summary (not

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P​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​ESTELE/SWOT Analysis Structure Executive Summary (not included in the word count): An executive summary is often written for business leaders, so they can get critical information quickly to decide a course of action or whether to invest the time to read your report. It should highlight the major points of the report and act as a stand-alone ‘summary’ of the report. An executive summary is used to explain the key points from your report and make the reader want to learn more. It must include enough information that the main points are understood without having to read the entire report. Mission/Key Goals and Core Customer Groups: Identify and provide via evidence of research a solid background on the organisation to highlight the company’s core business structure, goals (‘mission’ and/or ‘vision’) and product history. When discussing the product history be sure to include a discussion on the core customer groups the company currently targets with their existing product(s). PESTELE Analysis: Apply a PESTELE analysis to the ‘sport’ and/or ‘fitness’ industry your new product is to enter. Statements must be supported by evidence and describe how they might affect the industry (i.e. be critical and not descriptive in your discussion here). Competitive Environment: Here you need to outline the competitive environment of the market. It should identify the organisation’s competitors (both direct and indirect). What market share the competitors have now and how cluttered, or uncluttered, the marketplace is. [Hint: this section should consider the organisation as a whole and discuss the competitors from a top-line perspective]. For instance, are there a handful of large companies that dominate the market or are there thousands of smaller organisations with no dominant market leader all fighting ‘tooth and nail’ for a share of the market. Assessment 4 will require a more focused analysis of competitors based on the new ‘sport’ product brand extension. SWOT Analysis: Include a SWOT analysis and ensure you comment on how you should address the outcomes of the SWOT in your future approach to enter the market. For instance, you might highlight a direct competitor’s weakness, but you then need to indicate how you plan to capitalise on this. A SWOT is only valuable when your strengths and weaknesses are discussed in comparison to the competition (as identified in ‘competitive environment’). New Brand Extension Product Line Recommendations: Based on your PESTELE/SWOT analysis, plus consideration of the competitive environment above, present and justify two (2) new product recommendations that will either exploit an opportunity(s) or address a threat(s) in the industry. Conclusion: The conclusion should serve to ‘bring the report to a close’. It should not merely be a summary of the main topics covered, but rather a synthesis of key points. One or two well- developed paragraphs is more than sufficient, and it should serve to re-state the main argument for your recommendations and the rationale for your new brand extensions. Referencing: The ECU referencing format must be used and it is necessary to fully reference all your research sources (in-text and end-text). That is, if you look at a book or website and decide to use some of the information from it then you must cite it as a reference in-text where you use that information and then cite the full source in the reference list. Presentation layout format of the written report: Your report must be professionally presented and visually appealing. Use of visuals is mandatory. Be creative. Please note that essay formats will see marks deducted. Writing Style: • Use formal business English that is clear and easy for the reader to follow. • Use new vocabulary introduced in the unit. • Check your work for expression, grammar, spelling, and punctuation before submitting. Word limit: 2,000 words (+/- 10%), Microsoft Word format, 12-point font, 1.5 spacing. The word limit does not include the title page, executive summary, illustrations, figures and the reference list. ​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​ Unit Learning Outcomes: Analyse the general business environment including the political, economic, social, technological, environmental and legal aspects that impact on a business. Explain the steps involved in analysing an existing business’s strengths/weaknesses, opportunities/threats and competitor analysis. Course Learning Outcomes: CLO 1 Apply broad and coherent knowledge to a range of business situations, incorporating international/global/cultural perspectives [AQF7, K1, S2]. CLO 5 Generate creative ideas for business innovations that respond to opportunities and constant change [AQF7, A2]. Instructions Step 1: Preparation: Before starting this assignment, all students should have reviewed the learning material from modules 1-4. Please also ensure you do a thorough review of the current product market so you have a solid understanding of the marketplace, the competitive environment and the consumer needs/wants in this category. Students must actively work on this assessment early in the semester for history has shown us that those who leave this assessment to the last minute won’t have time to complete it. While it is beneficial to start early, there will be a full walk-through of assessment three in week six. Scenario: You are a marketing consultant working for a company in the sporting goods industry (see below). This industry produces clothing, footwear or other products to be used in sport or physical exercise and these products are designed to enhance the enjoyment for, or performance of, those engaged in these activities. It is critical that you gain a solid understanding of the industry that your company currently operates in to ensure you present a well-informed business strategy for your new product launch (see Assessment 4). Students are required to develop critical thinking and research skills while at university. Therefore, it is expected that students will be able to identify, and use, credible, reliable and appropriate sources of information. This task requires you to find data that is relevant and then put it into context as you explain why the data is important (i.e. the ‘so what’ factor) to your chosen brand. It is not good practice, nor is it acceptable, to use SWOT and/or PESTELE analyses conducted by third parties. Examples of third-party sources that absolutely should not be used include, but are not limited to, websites such as www.swotandpestle.com, www.mbaskool.com, etc. We are only interested in your research, ideas, insights, arguments and analysis. The rule-of-thumb is simple - if you did not conduct your own analysis, we do not want to read it. On the other hand, sources such as IBISWorld, MarketLine, Australian Financial Review, ABC News, or even www.statista.com, may prove useful when researching current trends within society and your chosen brand, and are absolutely credible and objective sources. Step 2: For this third assessment, students will choose one of the following companies: Rip Curl, Volley, Body Science or Zoggs. You will conduct an industry analysis on the current ‘sport’ and/or ‘fitness’ marketplace in Australia as you are looking to launch a brand extension via a new product for physical activity or even leisure (see Assessment 4) in the near future into the Australian marketplace. You must remember to focus on the Australian marketplace, consumers and business operations (if applicable) of your chosen organisation. Your PESTELE/SWOT Analysis should follow the structure explained here Download here. Step 3: For more information watch the video presentation on Assessment 3 below. Video 1: All Students - Assessment 3 Walkthrough [this will be uploaded after the third MS Teams online session] Step 4: This assignment is worth 35% of the overall mark for SBL1300 and will be assessed using the marking rubric. Please see the marking rubric Download marking rubricfor the PESTELE/SWOT Analysis. Before you begin writing this report, please also watch this video to understand and avoid plagiarism. Step 5: Use the link on this page to submit your PESTLE/SWOT Analysis. Resources ECU Library Database (Links to an external site.) APA 7th Referencing Guide (Links to​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​ an external site.) Academic IntegrityLinks to an external site.

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