CNMKTG101

Group Project Briefing 2:

Situation Analysis
DR MELANIE XUE
WEEK 2
MARCH 2021
 The Brief – (for details go over the week
1’s recordings)
Context: CHINA leisure, Sports and Fitness market
◦ e.g. sports equipment, clothing, trainers, outdoor pursuits clothing and
equipment, fitness related clubs, sports nutrition, personal care…
◦ Select a real organisation e.g. Nike, ProteinWorld, Wills Fitness Gym etc.
Task: The marketing dept (you) are tasked with developing a proposal for launching a new consumer
product/service – options:
◦ Completely new (to the world)
◦ New to this company
◦ New to the China
◦ Can be a new brand OR line extension for existing brand
◦ Not a mobile app
Tasks required for your Group Project
(for details go over the week 1’s recordings)
Executive summary
Table of contents
Whole
Situation analysis project
In both Presentation &
written
Marketing strategy Report parts
up in a
Marketing tactics report

Further primary research required

Two parts to the task
- Together represent a ‘Marketing Plan’
(for details go over the week 1’s recordings)
Presentation Final Report

(1)An effective, evidence-based justification for the  

chosen product/service market and target
consumer segment, based on analysis of secondary
research.
Situation analysis &
Marketing strategy
(2) Details of how you would launch the chosen  
product/service.
Marketing tactics
 What is expected from you
You need to present an effective, evidence-based
justification for the chosen product/service market
and target consumer segment, based on analysis of
secondary research.
Therefore
◦ Testing your ability to make sense of all the
information that is available and identify a
market that appears to have strong growth
potential for your company
◦ Requires you to present the case [evidence
based argument] for the particular market that
you identify
The key things that you are being assessed on here
are your abilities to:
◦ Locate multiple, relevant, credible, information sources
◦ Analyse this information effectively
◦ Extract, summarise and present relevant evidence
◦ Provide insights into trends and potential consumer
demand
◦ Present coherent, evidenced based arguments to
support a compelling proposal
◦ Create and deliver a persuasive and professional
presentation, as outlined on the form ‘Group
Presentation Assessment and Feedback’
 Presentation Sections (page 11-12)
Title Slide
◦ Names, student ID & name/logo of company

Headline Strategy
◦ Brief overview of your product/service
◦ Key market/s (target consumers)
◦ Key objectives (headline only e.g. create new market / steal share from x etc.)

Situation Analysis (largest part)

◦ Evidenced justification for your proposal
◦ Secondary research, analysis, insights regarding your chosen market
◦ Target segment details
◦ Competitor analysis

Summary and Conclusions

References
Headline strategy: A brief introduction to what
you are going to do
This part would serve as the ‘key argument’ or ‘main decision’ for your
proposal. Essentially you are going to tell the audience what you want to do
here.
• So this would involve a BRIEF overview of your product

Headline why this is a great idea

• Key opportunity – market/consumer trends
• What this will do for the organization? (linking to key objectives)

Note: Treat this part as a quick ‘headline’ (like a newspaper article!), therefore
whatever you are saying in this part will be elaborated later. No need to include
too much analysis here.
 Funnel Approach for Situation Analysis - Broad to Narrow
(more details in Week 1 slides)

Total Sports / Leisure / Fitness

e.g. Sports footwear

e.g. Sports clubs e.g. Sports nutrition

e.g. football teams e.g. Private gyms e.g. swimming clubs

Offer brief discussion on
sectors/categories that you chose
Focus = Justification not to focus on e.g. which may be
for your chosen a more obvious direction for that
company
market and product
 FAQ: Where do I start?

Total Sports / Leisure / Fitness

e.g. Sports footwear

e.g. Sports clubs e.g. Sports nutrition

e.g. football teams e.g. Private gyms e.g. swimming clubs

Focus = Justification
for your chosen
market and product
 Situation Analysis 1/4 Market Overview
This is where you provide your analysis on the market and your justification for the
launch, i.e. ‘prove’ that this is the right thing to do

Start with the wider marketplace (e.g. what is it? What is the trend? Megatrends?
Declining? Growing?)

Then provide detailed analysis on specific marketplace

• analysis, insights regarding your chosen market)
• Include size (value and volume), growth and trends
• Here is a good place to identify the ‘gap’
Situation Analysis 2/4 Consumer Analysis
Sample plan in Kotler et al. (2018, P627-636) – also on Moodle

• This is where you specify where to focus

• Segmentation practice – like how you did
in Term One
• Customer segments based on the trend
analysis – how many large groups of needs
can you identify and have the potential to
target
• Name the segment, then list the detailed
customer needs in this segment
• Note that you might not be able to target
all of the segments set out – this is OK Source: Kotler et al. (2018, p.630)
• Include a table to illustrate
Notice here how the researchers
used more than just demographic
variables to segment the market
Situation Analysis 3/4 Competitor analysis
• Naturally the management team would want to know who is competing with us to get our target
customers’ attention
• The key competing brands and products in the market, their relative strengths, weaknesses, value
created/features/benefits, prices?
• Trends in the competitive landscape if relevant (e.g. major footwear brands have been launching
new products)
• MarketLine reports may be a good start for this but you shouldn’t rely on them completely.
• Include a table to illustrate

Note it could be the case that the

competitors’ offerings are similar to
your product. Think how your
product meets the customer needs
in a way that rivals can’t.

Source: Kotler et al. (2018, p.632) – on Moodle

Situation Analysis 4/4 Company analysis
• From the analysis above: How well can we serve the market? – the organisational capability
• i.e. Strength, Weaknesses, Opportunities, Threats (SWOT)
• Serves as critical analysis of the current situation
o e.g. in accordance to the market trends, what opportunities are present for your brand? EXTERNAL
o Or, what threats are the competing brands or the environment imposing on your brand’s products?
o what are the key strengths your product or company have to serve the Chinese consumers?
o INTERNAL
What about the product or the company can be seen as weakness to target the Chinese consumers?

• See sample marketing plan (2018,

p632) for SWOT examples

Source: Chapter 2 in Kotler et al (2018, p60)

What do you need to do now
1. First team meeting to digest the briefing materials
2. brainstorm session using the funnel approach to identify
some potential sub-markets that you are interested in
3. Research!Research!Research!

I will take questions in the first webinar session.

Until next week…
Take care and be safe