Your task is to conduct an environmental analysis for one of two businesses (listed below). Chapter three in your text book details the main environmental categories that may possibly impact a business. Not all will be equally important. Relevance and importance of each environmental factor will vary by specific business and period in time. We encourage you to think through all the different types of actors and forces listed in the textbook. However, your most challenging task will be to identify the most RELEVANT factors that impact (now or in the future) your selected business. Your written report will then focus on environmental factors that have managerial implications (i.e. will help guide future decision making to improve the business). We are happy for you to break the report into many subheadings, yet bear in mind that if it just reads like a “laundry list” of points you will not get high marks. Rather, a good piece of work will read as an integrated story that a manager can understand, believe, and act upon. Your story will have clear implications. We also ask that you summarise the key implications of your environmental analysis at the end of the report. These implications will highlight critical threats and also opportunities for business growth. If you do a good job on the body of the report these summary implications should be obvious and prompt a sense of urgent action by the end of the report (i.e. they won’t pop out of nowhere at the end). Another cautionary thing to consider is that the report should read as an integrated piece (i.e. look like one story … not separate parts written by different people). It is important to note that the textbook categories of actors and forces are just that … generic classifications that in reality should be adapted to fit the specific business context in question. So I do suggest that you adapt the classifications used in your report to the reality of the setting. The alternatives include 1) David Jones OR 2) Billabong. These two businesses have been selected because they both face a range of challenges to which they must respond. They have also attracted considerable media attention. Consequently, there are a large number of relevant articles in newspaper, business press (and elsewhere) that you can draw upon. They are also public companies so you can also refer to their annual reports. Finally they are also highly visible in terms their public communications and are places you can readily visit and observe. Taken together this means that you should be able to gather a significant range of information about the business that you choose (provided you put the time and effort in). Use the textbook (marketing principles Administrative Requirements: Students will form groups of TWO or THREE members (2 or 3 only). Referencing is essential using Harvard Style. Note that we will take a dim view if your primary reference is little more than the corporate website. The paper is to be submitted as a 2000 word report, double spaced report (plus references and appendices if necessary). SEE OVER …………………. Note that we will primarily mark the report based on the 2000 words. We will certainly skim the appendices and look more carefully if something appears to impress, surprise, or conflict. So appendix supports are often helpful, but above all make sure that you encapsulate the important story elements in the main 2000 word section. A peer evaluation is to be individually submitted by each group member to their tutor in the tutorials w/c 23 September. Due date: Friday 20th September by 4pm, submitted via turn-it-in (absolutely no extensions allowed). Ensure that full names and SID numbers for each and every student in your group appears on the front page of your group assignment.
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