Strategic Marketing
intimately at the start – this is about showing you understand some basic principles and
applying it to a business.
The assignment starts with three of the fundamental questions of marketing for any
business:
? Who is the company’s customer?
? What is the company’s product?
? What value is the customer (or each customer group) receiving from the company’s
product?
We then ask you to think more strategically about how your company is placed in the
broader scheme of things:
? What is the structure of the market?
? Provide a brief environmental scan for your company and indicate opportunities and
threats
You need to prepare your company brief in a report format with Executive Summary, Table
of Contents, Introduction, Body and Conclusion. The Body of your report should
methodically address each of the criteria as given in the rubric below.
Who is the company’s customer?
What is the company’s product?
What value is the customer (or each each
customer group) receiving from the
company’s product
What is the structure of the market?
Provide a brief environmental scan for your
company and indicate opportunities and
threats.
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