COM3702 Assignment 3 Semester 2 2025 (Answer Guide) - DUE 27 October 2025

COM3702 Assignment 3 Semester 2 2025 (Answer Guide) - DUE 27 October 2025 Title: Strategic Media Management Analysis of EcoTrend 1. Differences Between Internal and External Assessment (5 marks) An internal assessment focuses on analysing factors within an organisation’s control that influence its performance, capabilities, and operations. This includes an evaluation of resources, staff competencies, leadership, financial stability, organisational culture, and communication systems (Hill et al., 2020). For EcoTrend, internal assessment would involve examining its marketing communication structure, brand image, technological resources, and content production efficiency. Such an analysis reveals the brand’s strengths and weaknesses, which form the foundation for strategic improvement. In contrast, an external assessment evaluates factors outside the organisation’s direct control that affect its operations and competitiveness. These include political, economic, social, technological, environmental, and legal (PESTEL) elements, as well as competitor actions and consumer behaviour (Johnson et al., 2020). For EcoTrend, external assessment would include understanding market competition, changing sustainability trends, digital media innovations, and shifting consumer values towards ethical fashion. Thus, while an internal assessment helps identify what EcoTrend does well and where it needs improvement, an external assessment helps understand the external environment in which it operates and adapt strategies accordingly (Kotler & Keller, 2022).