BUS827 S2 2015 Individual Wk 7 Case Study (30%)We have laid the foundations for a theoretical model to describe the marketing process andentrepreneurial activity. This case study will provide you with an opportunity to apply thesetheories within a practical marketing situation.PART A: SITUATION ANALYSIS (15%)The External Environment (Macro/Micro)Discuss the marketing environment for an event such as Tough Mudder. In particular, look at thechanging environment and the changes that may have led to the popularity of an event such asthis. What changes may occur in the next five years? What are the main opportunities and threatsfor an event such as this? Please complete a SWOT (Use the research literature in the area of theenvironment to justify your response). Use Michael Porters 5x Forces as a basis for this task.Market Segmentation and Consumer BehaviorBuilding on the work that you have done in the previous section develop a segmentation analysisfor the Tough Mudder events. Look at the profile of the people who are participating in the eventand look at the people who may participate in the event in the future. Discuss the positioning ofthe Tough Mudder event in the Australian market.Choose one aspect of consumer behavior from the list below. Discuss how a competitororganization may use an understanding of the effect of this consumer behavior aspect onconsumer decision-making. Discuss how the competitor organization could develop a productwith greater appeal to the new target markets developed in Part B, or encourage greaterparticipation in the event. For example,