Assessment 1 Part 1 Situation Analysis

Prepare a marketing plan for an organisation using a standard format of a marketing plan.

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The choice of organisation can be an existing small business, company, charity or public service department/agency that has marketing orientation and operation. It can also be a new organisaiton that you would like to develop.


Marketing Plan (40% in total) is dividied into two parts:

  • In Part 1, students are required to undertake Situation Analysis; and
  • In Part 2 students are required to develop marketing mix strategies based on their findings from Part 1.

Marketing Plan Part 1 – Situation Analysis 

Word count: 2500 – 3000 words excluding cover page, appendices and references

The report must be typed with double line spacing using 12 font size.


Part 1 of the Marketing Plan must address all of the sections below:

1  Introduction

1.1 A brief introduction of the company in terms of major product/services and the industry within which the organisation is operating.

1.2 The vision, mission, goals, and objectives of the organisation.


2  Environmental Analysis 

This section requires thorough examination and analysis of factors related to political, economical, social, technological, legal and environmental (PESTLE) forces that have impact on your industry and/or organisation.


3.0 Competitive Analysis 

3.1  An analysis of the target market ( Evaluate possible market segments and justify the choice of your segments)

3.2  An analysis of the competitive environment identifying the main rivals in the market and their positions and major activities (market share, profitability, and marketing mix policies)


4.0   SWOT (Strengths, Weaknesses, Opportunities & Threats) Analysis

4.1  Internal SW (Strengths & weaknesses of the organisation)

4.2  External OT (Opportunities & threats of the organisation)


References (Harvard/APA) and Appendices (if any)

Submission requirement:

Submit the report online on Canvas assignment dropbox by the due date.

*** It is strongly suggested that you contact your lecturer or tutor in case of extreme situations.


Late submission: 

Late submission of assignments will be penalised by 5% per day. Submissions later than 7 days won’t be accepted for marking unless an extension is granted.


Extension requests

Requests for extensions/special consideration must be made through Assignment Extension Request dropbox. There is an application form which also specifies documentation requirement.

You need to upload the completed form with all relevant documentation (if applicable) to the dropboxin order for the application to be reviewed. This dropbox can be used for multiple extension requests throughout the term. Please note that there is no guarantee that extensions will be granted.


Note: The marketing plan will be marked based on structured marking criteria (See marking rubric in the Canvas).


  • Students may have the option to work on this assessment individually. Please discuss with the Unit Convener if you wish to attempt this assessment component individually.
  • Please ensure that your assignment addresses all required sections. Additional insights incorporated into the plan will be rewarded.
  • Maximum of 3 members allowed in each group. Groups will be formed in the first two weeks of the term. Students are responsible for forming their own groups. The Tutor may help in forming groups if necessary. Please note that this task is practical in nature requiring an organised and consistent effort. Creativity and originality will be rewarded.




Useful Resources For Marketing Plan

ABS quick stats (Links to an external site.)

Regional data on ABS (Links to an external site.). This is a source for demographic data about suburbs in Canberra. Useful for target market discussion.

Finding government statistics, Australian Government Business, (Links to an external site.). This is a government website guiding you to look for statistics from government sources.

IBISWorld, (Links to an external site.). You can find industry report on this website. Useful for Industry Overview section.

Roy Morgan Findings to an external site.) (useful for latest trends and insights about market and cons

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