- Analysis of sector: perform an environmental scan with particular focus on services theory PESTLE, SWOT/TOWS, Porters
The purpose of this section is to indicate how the sector is currently performing. Using your knowledge from the course module 1 and from extensive research in the library and online, critically analyse and evaluate the effectiveness of the current strategies, constraints, rules and regulations and practices being used in the sector. Relevant marketing theories and concepts should be applied to assist with analysis and evaluation. You must also examine the service performance indicators for the sector that are highlighted in module one.
Information that will assist you to analyse your chosen services sector can be found on the internet, governing bodies of the sector, government organisations, and consumer advocacy groups.
Your report should comprise:
An executive summary and introduction outlining your sector description
The introduction should provide an overview of what the sector is and very clearly identify the sector market. The report should comprise of a logical, sequential and persuasive arguments, justified or supported by secondary sources and journal articles. The purpose of your audit is not to simply reword or describe the sector from the literature but to offer a thorough understanding of the operational and marketing issues and capabilities facing the sector. Overall, you are writing a business case on your sector.
A body that includes all the analysis of business, current marketing, and internal environments and customer/user/stakeholder analysis. You must specifically conduct and include
an environmental scan,
Porters 5 forces,
PESTLE analysis,
customer analysis,
competitor analysis, and
stakeholder analysis.
Once you have completed all of the analytical sections, you must develop a set of important services related issues/gaps related to the way the sector is delivering the service.
Recommendations and Conclusion. This includes the statement of issues you have found, the gaps in the internal capability and external market forces found and a discussion and summary of the main issues facing your sector in a competitive market place and the needs of the customers. These must be specific to services marketing.
