Analyse current market for engineering and construction firm (Australian) in resource sector
1. Start by providing adequate context for the organisation (brand) and selected product (good or service) that you have chosen to focus on.
2. Analyse the current market situation, considering relevant external (macro-) and internal (micro-) environmental factors using SC Analysis or Porter’s Five Forces. Summarise relevant environmental factors in a SWOT to identify significant trends and issues impacting the organisation (brand) and, more specifically, impacting the selected product (good or service).
3. Analyse how the market for the selected product (good or service) could be segmented. Justify your approach based on relevant criteria for effectiveness.
4. Provide justified recommendations for the selection of a target market segment that will be the focus of your capstone assessment.
5. Based on the market situation analysis and recommended target market segment, provide a recommended positioning for the product (good or service) (hint: utilise Itik Elernrnt.- of Value pyramid to aid your positioning).
6. While discussing targeting OR positioning ensure that the following article has been used adequately to support your discussion:
0 Nadube, P. M., Didia, J. U. D. (2018). Market targeting and strategic positioning. international Journal of Marketing Research and Management, 8(1), 32s-45.
