Part 1: INTRODUCTION
Identify and describe the vision / mission statement for the organisation
Part 2: SWOT
Review the SWOT analysis from coursework 1, updating where necessary. Illustrate in grid format.
Part 3: COMPETITOR ANALYSES
Identify a selection of competitors (minimum 3 competitors) using appropriate criteria such as price, quality, brand value, level of advertising, product range etc
Using the strategic positioning tools PLC, BCG matrix and perceptual mapping, identify the competitive advantage for the organization
Part 4: ANSOFF’S MATRIX
Identify appropriate marketing objectives using Ansoff’s growth matrix
Part 5: STRATEGIES & MARKETS
Identify a growth strategy from the Ansoff’s growth matrix and propose a short term marketing strategy (marketing mix recommendations) for an appropriate target market. Produce a target market profile, detailed description (pen portrait) and visual board of a typical target consumer.
Ensure appropriate application of the case-study to the theories and business models.
Use relevant marketing planning tools and present in appropriate formats where applicable
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