MKT101A Marketing Fundamentals - Assessment 1: Analysis Report

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This situational analysis promotes critical thinking in the application of theory into practice. You will be able to reflect on your efforts and extend and enrich your marketing knowledge.


  1. Select a Business. Choose a small or medium-sized existing business as a client. This business will be used for assessments 1 and This is considered as one with less than 200 employees. Students may consider a small business in their local area /neighbourhood to focus on or even a business run by friends or family. This business must be business-to-consumer (B2C), based in Australia, and currently operating. Tips for choosing your business:
    • Choose a business that offers a product as it will be easier to conduct the SWOT analysis and complete the
    • Keep your business choice simple. The idea of this subject is to apply, analyse and formulate ideas based on marketing theories and If you don’t understand your chosen business or if it’s overly complicated, you will find it difficult to work within the defined parameters.
    • Choose something you are familiar with and somewhat interested
    • Do not select large companies and chain stores. Apple, Coca-Cola, McDonalds, Telstra, and Holden, for example, are too large and complex to work
  • Select a For-Profit business and avoid a Not- For -Profit (Avoid non-profitable business, as concepts are harder to be applied to this type of business at this stage of the subject).

This assessment focuses on analysing the micro environment of the business using SWOT analysis. You should be able to identify new trends as part of the situational analysis to propose marketing solutions to potential issues that may affect the client in Assessment 2.

  • Before you go ahead, it is mandatory to discuss the choice of your business with your Learning This should be sent as a message through My Class Messages before the commencement of Module 2 (Week 3).
  • In the My Class Message you should include relevant information:
    • Name and website of the
    • Location and size of the business.
    • Confirmation of type of business (B2C).

Note: If your business is both B2B (business to business) and B2C (business to consumer), you must focus just on the B2C side of the business on your assessments.

This assessment requires evidence of research. Therefore, associated marketing terminologies, concepts/theory must be applied.

  1. Business Background. Provide a background of your business and describe it, focusing on the marketing mix or 4 Ps (product, price, place and promotion) of the business. Provide a link to the business website in the reference
  2. SWOT Analyse the microenvironment & macroenvironment of the business using SWOT analysis to develop your discussion of strengths, weaknesses, opportunities and threats of the business. Also consider the 4 Ps (product, price, place and promotion) of the business when conducting SWOT Analysis to identify what the business does well and where it can improve.

Within the analysis, include at least:

  • 2 strengths
  • 2 weaknesses
  • 2 opportunities
  • 2 threats

Ensure to include a reference list using APA 7th ed. A minimum of 4 credible and reliable marketing- related sources should be used in your report Your essential readings are a very good starting point for the reference list.

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