PESTELE/SWOT Analysis

Instructions
Step 1: Preparation: Before starting this assignment, all students should have reviewed the learning material from modules 1-4. Please also ensure you do a thorough review of the current product market so you have a solid understanding of the marketplace, the competitive environment and the consumer needs/wants in this category. Students must actively work on this assessment early in the semester for history has shown us that those who leave this assessment to the last minute won’t have time to complete it. While it is beneficial to start early, there will be a full walk-through of assessment three in week six.

Scenario: You are a marketing consultant working for a company in the tourism industry (see below). This industry is the total of all businesses "that directly provide goods or services to facilitate business, pleasure and leisure activities away from the home environment" (Destination NSW, 2013). It is critical that you gain a solid understanding of the industry in which your company currently operates in to ensure you present a well-informed business strategy for your new product launch (see Assessment 4).

Students are required to develop critical thinking and research skills while at university. Therefore, it is expected that students will be able to identify, and use, credible, reliable and appropriate sources of information. This task requires you to find data that is relevant and then put it into context as you explain why the data is important (i.e. the ‘so what’ factor) to your chosen brand. It is not good practice, nor is it acceptable, to use SWOT and/or PESTELE analyses conducted by third parties. Examples of third-party sources that absolutely should not be used include, but are not limited to, websites such as www.swotandpestle.com, www.mbaskool.com, etc. We are only interested in your research, ideas, insights, arguments and analysis. The rule-of-thumb is simple - if you did not conduct your own analysis, we do not want to read it. On the other hand, sources such as IBISWorld, MarketLine, Australian Financial Review, ABC News, or even www.statista.com, may prove useful when researching current trends within society and your chosen brand and are absolutely credible and objective sources.

Step 2: For this third assessment, students will choose one of the following companies: BreakFree Australia, Dreamworld Australia, P&O Cruises Australia or Sea Life Australia. You will conduct an industry analysis on the current 'tourism' marketplace in Australia as you are looking to launch a brand extension via a new product (see Assessment 4) in the near future into the Australian marketplace. You must remember to focus on the Australian marketplace, consumers and business operations (if applicable) of your chosen organisation.

Your PESTELE/SWOT Analysis should follow the structure explained here