In your assumed role as a Marketing Consultant to a stated client organization, you are required to submit a management report to the Managing Director to address the need for changes to the current marketing strategy.

Your brief should be achieved through the following requirements : -

1. An introduction to the report which outlines the areas of research undertaken together with other evidence sources used and core literature / concepts applied to achieve this consultancy assignment as an MBA student.

2. The existing market segmentation, market targeting and competitive positioning, with recommendations for change to improve future market relevance for business sustainability.

3. For one core market segment, explain the current buying behaviour and the environmental factors which may influence buying patterns in the future. State how the company should take justified pro-active steps to meet changes in buying behaviour. [20 marks]

4. The need for innovation within selected marketing mix variables to secure forecasted business volumes across all market segments.

5. How the existing customer experience could be improved to attract new customers as well as to drive customer loyalty among existing customers ?

6. The outcomes expected from your recommendations.