Purpose: To develop an understanding of how to evaluate past and current marketing performance and combine it with macro and micro environmental data and utilise the results of the analysis to determine the next marketing strategy.
Instructions: Identify the macro and micro environmental issues confronting marketing managers in a particular context. Analyse the company’s current performance, explaining its basis and the options for addressing it. Based on the performance analysis results, students should be able to review the current market situation. Finally, students can determine the new product offerings
that are needed and wanted by the consumers or markets, providing evidence for judgments and a strong business and moral/ethical rationale to support the new product offering.
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