Students will be divided into groups consisting of 4 – 5 students in each group. The groups will be formed at the beginning of the trimester and should sustain for all the group activities across the study period. Every group for this assignment is required to select an Australian company currently operating in the market. You have to be clever and pragmatic on selecting the company. It has to be large, substantial and must have available information for desk research. You are required to explore and collect information on the company to complete this assignment. The assignment is designed to integrate you to gain as many different perspectives of marketing knowledge as you can, to work as a group and to develop competency on key topic areas of marketing principles. The assignment has to be completed in two stages. These are: a) Stage 1: Market environment analysis and SWOT analysis, b) Stage 2: Market mix analysis and prescribe short-term and long-term marketing strategies for the company (or specific product/s type). Each stage places emphasis on specific key topic areas and requires extensive amount of desk research and theoretical knowledge. It is highly expected from you to purport the following perspective in each stage of the assignment: i) Evidences on substantial desk research with appropriate references, ii) Representation of theoretical frameworks, iii) Synthesis between desk research and theoretical frameworks, iv) Managerial contributions and implications