Assessment 2 requires you to undertake a market opportunity analysis for a new product. You will present the market opportunity analysis as a portfolio. This portfolio should be 1500-2000 words maximum in length not including references. Your task in Assessment 2 is to choose ONE
(1) of the options listed below and write a market opportunity analysis focusing on current Australian market conditions to determine market attractiveness for your product.
a) G-RO carry-on luggage, viewed 31/01/2016, https://www.kickstarter.com/projects/netta/g-ro-revolutionary-carry-on-luggage/description
b) Litelok secure bike lock, viewed 31/01/2016, https://www.kickstarter.com/projects/189084529/litelok-lightweight-flexible-and-super-secure-bike c) Sensorwake smell-based alarm clock, viewed 31/01/2016, https://www.kickstarter.com/projects/222459303/sensorwake-wake-up-happy-with-the-smell-based-alar NB: The option you choose will also be used in Assessment 3. You will need to address the following criteria: 1. Describe the new product chosen and current market conditions in Australia. Research evidence is expected to help support discussion on the market, product performance, competition and distribution; 2. Conduct a strengths, weaknesses, opportunities and threats (SWOT) analysis; 3. Explain the nature and scope of marketing in general including your understanding of the marketing concept; 4. Explain the key concepts and tools of marketing and their respective roles in business; 5. Explain your understanding of marketing research techniques and analysis, and how they are important to marketing decision-making; and 6. Differentiate between the marketing mix and the extended marketing mix. Instructions Your portfolio should contain the following: • A single Word document that addresses each of the 6 criteria listed above plus a reference list showing use in-text of at least six (6) scholarly sources of information, excluding the course text. Use size 12 font with 1.5 line-spacing in this Word document (no PDF). • An appendices attached at the end of the Word document that includes: • Self-evaluation documenting your learning journey. • Any other supporting items such as graphs, charts, tables and diagrams you deem suitable.
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