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The next stage of the marketing audit is for you to consider the market for your organisation and evaluate the opportunities and threats that exist for your chosen organisation. NB: if you have a number of markets it is a good idea to focus on just one.

Incorporating theoretical concepts into your discussion from chapters 2, 4, 5 and 6 (are these in relation to the new or the old version of the book) of the text, and with the use of other theoretical sources and secondary research, please discuss the following:

  1. Briefly describe the industry market for your organisation and evaluate current trends in:
  2. Growth
  3. Profitability
  4. Macro environment (PESTLE factor)
  5. Outline and examine the major market segments for your organisation and identify your primary, and secondary target markets
  6. Discuss the level of involvement your primary segment is likely to have towards your organisation in terms of the decision making.
  7. Describe the nature of competition in your industry. Explain and analyse your organisation’s place in the market by comparing and contrasting its strengths and weaknesses to your main competitor.
  8. Taking into consideration the primary segment, their level of involvement and the competition, create a positioning map for the market place.

More information on how to complete this assessment will be provided on Interact 2

Online submission via Turnitin is required for this assignment. Details will be provided by your subject lecturer.


This assessment assesses the following learning outcomes:

  • Marking criteria

MKT501|Markets Segments and Decision Making| Management

This is a market audit assessment where student has to take into consideration the market of an organization and evaluate the opportunities and also threats that exist for the firm. The theoretical concepts that have been learnt are to be included in the discussion. The criteria for the referencing style is APA 6th referencing.

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