In your role as a marketing advisor to a new client which has established domestic market
leadership, you are required to;
1 Critically review the current market environment by using a marketing audit
framework.
2. Summarise the audit through a focused actionable SWOT analysis
3. Select ONE marketing opportunity and then explain with justification how this can be
commercialised over the next three year period with specific attention to proposals for the
following:
3.1 Market Attractiveness
3.2 Market Segmentation and Market Targeting
3.3 Impactful Brand Value Propositions to secure a competitive position
3.4 Specific, relevant, marketing mix plans for the next 3 years to build customer
loyalty
3.5 Marketing Resource requirements
4. Creative Interactive Marketing Strategies to deliver an improved customer experience
5. You are required to submit this proposal as a MBA module assignment with
appropriate critique, use of models, references and citations which conform within a 5000
word limit to Harvard Referencing protocols.
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