An Evaluation of Air New Zealand’s Micro-Environment in New Zealand: Marketing Assignment, UW, New Zealand

An Evaluation of Air New Zealand’s Micro-Environment in New Zealand: Marketing Assignment, UW, New Zealand

 

University University of Waikato (UW)
Subject Essentials of Marketing

MARKET ENVIRONMENT ANALYSIS -REVISED

INTRODUCTION

The purpose of this assessment is to gain an overview of the case company, Air New Zealand. In marketing, this overview is referred to as a Situational Analysis, which means you’re analysing the current external and internal situation in which the company operates to identify external opportunities/threats and internal strengths/weakness. Marketers need to analyse the firm’s environment to make informed strategies to be prepared for unexpected situations that may arise and impact their business.

TOPIC: AN EVALUATION OF AIR NEW ZEALAND’S MICRO-ENVIRONMENT IN NEW ZEALAND AND IDENTIFICATION OF RELEVANT OPPORTUNITIES AND THREATS.

If you are assigned to this topic, you will choose to research either the customers or the competitors within New Zealand and will discuss how these factors impact Air New Zealand. You will also choose to research either the suppliers or the other stakeholders within New Zealand and will discuss how these factors impact Air New Zealand. As it is difficult to analyse all of the micro-environmental factors in the world, you are only to look at the factors within New Zealand or things are impacting New Zealand.

For example, Te Taura Whiri I te Reo Māori (Māori Language Commission) represents a stakeholder in Air New Zealand as they work closely with the company to support greater awareness of staff who are fluent Māori speakers. You would discuss if this arrangement is an opportunity, a threat or both for Air New Zealand.

TOPIC: MICRO-ENVIRONMENT ANALYSES OF AIR NEW ZEALAND

QUESTION I. IntroductionThe introduction should outline the purpose of the report, detail which sections will be discussed and provide an overview of the case company, their product offering.

QUESTION II. Customers

Write an introductory paragraph at the start of the section outlining what is to follow. Using secondary data, discuss opportunities and threats related to the Case Company’s current customers in New Zealand. Support your opinions with relevant sources. Ideally, your discussion aligns with the other sections of the report. You should discuss four customer factors.

QUESTION II. Competitors

Write an introductory paragraph at the start of the section outlining what is to follow. Using secondary data, discuss opportunities and threats related to the Case Company’s current competitors in New Zealand. Support your opinions with relevant sources. Ideally, your discussion aligns with the other sections of the report. You should discuss four competitor factors.

QUESTION III. Suppliers

Write an introductory paragraph at the start of the section outlining what is to follow. Using secondary data, discuss opportunities and threats related to the Case Company’s current suppliers in New Zealand. Support your opinions with relevant sources. Ideally, your discussion aligns with the other sections of the report. You should discuss four supplier factors.

QUESTION IV. Conclusion

Write a concise conclusion summarizing the key elements of the report and discussing which of the aforementioned opportunities and threats are most important for the Case Company. Support your opinions with relevant sources. Create a figure illustrating the opportunities and threats facing the Case Company in New Zealand. The items should be presented in order of importance within the figure as per this example.

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