Topic:AnticaInterio is a qualified interior designer and has worked with Domaynend and Harvey Norman furniture for 10 years. She has inherited some money and intends to set up her own property styling business in Canberra. She especially wants to target short term styling for houses and apartments that are for sale. She has a storage space on her farm in Sutton and intends to spend $250 000 to obtain some furniture and a delivery truck. She thinks targeting real estate’s might be a good option, but is also considering targeting home owners. She has also skills in photography.
Situation analysis
The situation analysis is designed to enable you to conduct an analysis of the uncontrollable environment and the industry sector that you are operating in and gives you an idea what type of factors may impact on your business. You will explore your competitors and your possible target markets using a variety of sources from government departments such as the Australian Bureau of Statistics, Consultancy firms, reports, information from data bases such as MINT to prepare your analysis. . This is a skill that will be required in many jobs that you may have after graduation. The task will also provide you with generic skills in research, report writing and critical analysis of data and information.
Length of assignment
Provide a minimum of 3 pages, maximum 5 pages plus references (12 point typeface, single spaced). If you go over the page limit 10% per page will be deducted. The reason for this is that employers often expect you to provide information in a succinct form and this will enable you to practice this skill. The choice of projects will be listed on Moodle in the assignment resource section and you can only choose from the options provided, any other projects need the written approval of the tutor, otherwise no mark can be awarded. Please do not use appendices.
You need to cover the following areas:
a) Size of the total industry (number of competitors, size, location, turnover, production, sales, employment)
b) Factors of the uncontrollable environment that impact on the industry b) Major competitors (market shares, importers, local production, and position of company in comparison to competitors)
c) Trends in the industry (government policy, technological developments, major price points)
d) Consumer behaviour trends (trends in purchasing/trends in behaviour patterns, changes in preferences, trends in distribution)
f) Target markets (industrial/consumer, size, composition, characteristics, how can the market be segmented? What are the segmentation variables?)- Try to quantify the size of your target market, ABS quick stats will be useful here and we will explore this during the lectures, tutorials and the workshop.
e) Other factors that impact on the industry. You will also judge your own work and attach to your assignment the marking sheet indicating how well you think that you have tackled the tasks. You should then later compare your own assessment with the one that was provided by your tutor. This is an important skill to learn to judge your own performance.
Your tutor will judge you on:
a) The extent and quality of your research – the quantity, variety and quality of sources used (e.g. ABS, government websites, newspaper articles, magazine articles, reports from consultant groups like KPMG, PWC, government reports, industry lobby groups, data bases like MINT). Generic links will be provided on Moodle but you will have to undertake your own online research as well. You also will be given instructions on how to use the MINT database. Using Wikipedia or the company’s website as the major source of information is not considered appropriate for University study.
b) Use of appropriate reference conventions (A link to how to reference properly will be provided on Moodle).
c) Critical analysis and evaluation of the sources used d) How well you apply the analysis to your chosen company Please refer to the marking guide that is provided on MOODLE Penalty for late submission: 10% per day deducted form the total mark.
