problem 1: Future Challenges

Business is confronted by a complex and dynamic environment and this is producing a succession of challenges to be addressed, managed and overcome.

Your marketing manager believes a series of A4 briefing sheets containing the issue or challenge on one side and the implications and action plan on the other, would be an ideal means of raising awareness of such challenges among staff.

Produce a briefing paper on current challenges of your choice in two of the following macro-environments

a) Social
b) Economic
c) Legal
d) Technical
e) Natural

problem 2: Planning Models

a) Critically assess the usefulness of the product life cycle as a marketing planning model.

b) Suggest an alternative planning model and briefly describe how it overcomes the limitations of the product life cycle.

problem 3: Segmentation

a) Identify a minimum of 3 exs of products that depend strongly on demographic segmentation and justify their selection.

b)  There are 3 general approaches to targeting available to marketers; undifferentiated, differentiated and concentrated. For each targeting strategy, find exs of organisations that use it and discuss how the organization is implementing the strategy and possiblereasons for choosing the strategy.

Guidelines:

Approx word count for problem1: 700 and for problems 2 and 3: 900 words.