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You are required to use the above case and similar research to answer the following:
1.1 Explain the various elements of the marketing process
1.2 Evaluate the benefits and costs of a marketing orientation for a selected organisation
The next management meeting
At a recent senior management meeting, your CEO outlined a series of immediate challenges facing the company. She said that the marketing environment is too unpredictable and that this unpredictability has been undermining the companys ability to develop a sound and successful marketing strategy. She also mentioned the concepts of segmentation, targeting and positioning has little to do with the companys success.
As a newly appointed advisor to the marketing strategy team, you disagree and suggest that good planning is based on a thorough analysis of the companys marketing environment, coupled with ongoing monitoring of environmental change and an understanding of the concepts of segmentation, targeting and positioning.
As a consequence, she asks you to write a report on these topics for the next management meeting.
You are required to write the report, using appropriate examples from an industry of your choice. Your
report should address each one of the following:
2.1 Show macro and micro environmental factors which influence marketing decisions
2.2 Propose segmentation criteria to be used for products in different markets
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