BUS629 Strategic Marketing – Assignment 1

Select an organization that you are familiar with, and produce a 2000-word report providing
a clear critical insight into the current strategic marketing issues facing that organization.
Using appropriate academic strategic marketing tools and frameworks:
1. Conduct a situational analysis of the organisation’s current internal and external
marketing environment.
2. Provide evidence of your analyses either as appendices or in the body of the report,
remembering to reference all evidence.
3. From the analysis, critically analyse the internal factors and external factors,
discussing how they impact on the organisation’s marketing strategy and
performance.