What are the main components of a SWOT analysis and a PEST analysis (or PESTEL / PESTLE / PESTDC)?

PART 1
Question 1 (10 marks)
What are the main components of a SWOT analysis and a PEST analysis (or PESTEL / PESTLE / PESTDC)?
Question 2 (5 marks)
What are the main differences between the two types of analyses?
Question 3 (20 marks)
Adventure Travel is a large Australian travel company that specialises in domestic and international adventure holidays. The company’s target audience is 18 – 40 year olds who seek fun and adventure from their holiday experience.
An ‘adventure holiday’ is a type of organised holiday in which people do new and exciting things
(for example a trek, a safari, canoeing, rock climbing, or any physically challenging activity.)
Prepare a summary report for the Marketing Manager which includes both a SWOT and a PESTLE analysis.
PART 2
Question 4 (20 marks)
(a) What are the four types of market segmentation? Please give examples for each using products of your choice.
(b) Using an example of your choice, what is positioning?
Question 5 (10 marks)
Using the company Adventure Travel, discuss the relevant segmentation and positioning strategies that you would recommend.
PART 3
A large frozen food manufacturer, Great Southern Foods, is planning to launch a new range of microwavable frozen pasta and sauce meals using the brand name Bella Pasta. It will be distributed through supermarkets, service stations and convenience stores.
The broad target market is best described as “busy and active men and women aged 18-45 who want good quality, nutritionally balanced meals, without the hassle of having to cook”. The Marketing Manager is planning an extensive promotional campaign to support the launch.
Question 6 (5 marks)
Construct a fully labelled diagram of the Product Life Cycle and indicate which stage Bella Pasta would be in.
Question 7 (20 marks)
You have been asked to develop a promotional plan which will encompass advertising, sales promotion, personal selling and public relations. The major promotional objectives will be to create awareness of Bella Pasta and to change the behaviour of your target audience and convince them to try the product.
(a) Describe the promotional element/s that you would consider critical in meeting your promotional objectives and indicate why you have chosen them.
(b) Give specific examples of how you would apply (i.e. how do you intend on implementing) your suggestions in a ‘real world’ setting.
Question 8 (10 marks)
How might your promotional strategies and activities differ between the business market (B2B) compared with the consumer market (B2C)?

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