MKT 100 Lecture Notes - Lecture 2: Themarker, Descriptive Knowledge, Canadian Imperial Bank Of Commerce
12 Jun 2019
School
Department
Course
Professor
1
Week 2 Activity
Situation Analysis (1)
Scope of Activity:
The activity for this week focuses on applying the principles of micro- and macro-environmental
analysis to future decisions of the Royal Bank of Canada (RBC).
Expectations:
• Group members work collaboratively in class on all aspects of the submission.
• The final submission is shared among all group members.
• The sources for external information (including those provided by the instructor) and
those sourced by the group are referenced in the submission. Eg: the specifics of the
website accessed or D2L background provided.
• The submission includes only the names of group members present in class and
contributing actively to the submission. The submission excludes the names of group
members either not present or not contributing.
• Point form is allowed. Submissions that are both tightly written and clear are valued.
• All work for the calculations sections of the activity are included in the submission.
• All components of the activity are included in the submission (questions answered,
sections completed, calculations done).
• Final submissions are made electronically through D2L before the end of class. The
assignment box closes automatically and precisely on the hour.
• Only one member per group makes the electronic submission on behalf of the group.
• The file format for the submission is as follows:
Wk2xxxx(first initial and last name of submitter;(eg: Wk2MFoster)
THE MARKER IS WELL AWARE OF THE TIME RESTRICTION ON
COMPLETION OF THIS ACTIVITY AND WILL ASSESS ACCORDINGLY.
2
ROADMAP FOR ACTIVITY COMPLETION
The following provides direction for how to complete your group submission successfully. First,
you need to identify the critical facts that are necessary (declarative knowledge). Then you need
to know the steps to organize and apply the factual knowledge to answer the question posed
(procedural knowledge). Finally, (conditional knowledge), you need to be able to identify and
pull out the pertinent knowledge using the right procedures and apply it to the situation.
Declarative Knowledge:
1. Audiovisual material (theory and metrics) assigned for this week
2. Chapters from textbook assigned for this week
3. Background information provided on D2L, which includes:
a. RBC annual report
b. Financial data on Canadian banks
c. Economic trend data
d. Political, social, demographic and technological trend data
4. Additional background material sourced by group during class
Procedural Knowledge:
1. For metrics questions, follow steps outlined in audiovisual tapes.
2. For metrics questions, follow steps necessary in completion of metrics worksheets.
3. For micro-environment analysis:
a. Review each component of the structure outlined in audiovisual material
b. Identify declarative knowledge from sources above that fit with this analysis
c. Complete the relevant metrics calculations, and show all your work
d. Organize declarative knowledge into the structure, and reference appropriately
4. For macro-environment analysis:
a. Review each component of the structure outlined in audiovisual material
b. Identify declarative knowledge from sources above that fit with this analysis
c. Complete the relevant metrics calculations, and show all your work
d. Organize declarative knowledge into the structure, and reference appropriately
Conditional Knowledge:
1. Analyse the micro-environment information and determine the influence/impact on the
current situation future decisions of the company.
2. Analyse the macro-environment information and determine the influence/impact on the
current situation future decisions of the company.
3
Submission
Description versus Analysis
Listed below are a series of statements, which may be descriptive or analytical. A descriptive
statement provides information only and does not explain why that information is important to
know or what it means in a broader context or how it can assist in a business decision. An
analytical statement provides information, but also answers the question “so what” or “so why is
this important”.
1. Identify which of the following statements is descriptive and which is analytical, by
checking the appropriate box.
2. For each of the statements you have identified as descriptive, change the statement into
an analytical statement, by additional, but pertinent information.
Statement
Descriptive
Analytical
Rewritten (if necessary)
Canadians have not yet recovered
from the economic downturn of
2008-9, and continue to carry
high levels of debt.
Analytical
Although more than 11 million
Canadians have TFSA accounts,
less than half had a transaction
last year.
Analytical
In 2000, RBC had 1300 branches
across Canada, and in 2015 there
were 1200.
Descriptive
In 2000, RBC had 1300
branches across Canada, and
in 2015 there were 1200,
meaning there was a
decrease in branches over 15
years.
Micro-environmental Analysis
1. In the Column A, identify two factors in the category that are most relevant for the
company. For example, under the company category are included factors such as, goals,
image, experience and resources. Not all of these are important or relevant for every
company.
2. In the Column B, identify the source for the factual information/evidence you are listing
in Column A.
3. In the Column C, discuss how the factors that you identified in the Column A will
impact the current and future marketing strategy and decision-making of the
company. For example, if the company is known as an innovator, there is pressure to
bring out revolutionary products rather than better versions of existing products in order
to keep up its image.
Column A
Column B
Column C
Company Factors
Source
Impact
1
MKT 100 Full Course Notes
Verified Note
1 document
