The next stage of the marketing audit is for you to evaluate the opportunities and threats that exist for your chosen organization. Referring to the chapters 2, 4, 5 and 6 of the text, and with the use of secondary research, please provide informed answers to the following questions: 1. What is happening to market size, growth, geographical distribution and profits? 2. What are the major market segments? What are their expected rates of growth? Which are high opportunity and low opportunity segments? 3. How do different groups of customers make their buying decisions? In the case of a not for profit organization, this would be decisions to use its services. 4. Who are the major competitors? What are their strengths and weaknesses? What are their sizes? and tends in market share? Rationale This assignment is the second part of the marketing audit and focuses student learning on a macro analysis of an organizations customers and competitors, which is of vital importance to marketing. Marking criteria LO HD (85-100%) D (75-84%) CR (65-74%) P (64-50%) F (>.50%) Q1. What is happening to market size, growth, geographical distribution and profits? /2.5 LO2 Has addressed the question of the assignment comprehensively and imaginatively. Has addressed the question of the assignment coherently and with some attempt to demonstrate imagination. Has addressed the main question of the assignment. Some of the work is focused on the aims and themes of the question Fails to address the task set. Q2.What are the major market segments? What are their expected rates of growth? Which are high opportunity and low opportunity segments? /2.5 LO3 Has addressed the question of the assignment comprehensively and imaginatively. Has addressed the question of the assignment coherently and with some attempt to demonstrate imagination. Has addressed the main question of the assignment. Some of the work is focused on the aims and themes of the question Fails to address the task set. Q3. How do different groups of customers make their buying decisions? In the case of a not for profit organisation, this would be decisions to use its services. /2.5 LO4 Has addressed the question of the assignment comprehensively and imaginatively. Has addressed the question of the assignment coherently and with some attempt to demonstrate imagination. Has addressed the main question of the assignment. Some of the work is focused on the aims and themes of the question Fails to address the task set. Q4. Who are the major competitors? What are their strengths and weaknesses? What are their sizes? and tends in market share? /2.5 LO4 Has addressed the question of the assignment comprehensively and imaginatively. Has addressed the question of the assignment coherently and with some attempt to demonstrate imagination. Has addressed the main question of the assignment. Some of the work is focused on the aims and themes of the question Fails to address the task set. Reflection /evaluation /5 LO2-LO4 Can critically review evidence supporting conclusions/ recommendations including its reliability, validity and significance and can investigate contradictory information/ identify reasons for contradictions. Can select appropriate techniques of evaluation and can evaluate the relevance and significance of data collected. Can evaluate the reliability of data using defined techniques and/or tutor guidance. Limited and only partially accurate evaluation of data using defined techniques and/or tutor guidance. Fails to evaluate or use techniques of evaluation, or evaluations are totally invalid
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