Question

You are the chief marketing consultant of a marketing consulting firm in Maldives. A client which is a business organization has asked for your consulting service to improve their business. As the marketing consultant your job is to change the current marketing strategy for product and service innovation of the client. In this respect you are required to compile a management report to the Chief Executive Officer (CEO) of the client.

In order to achieve the objectives of the assignment your management report must contain the following aspects or areas.

1. Provide an introduction to the management report which outlines the areas of research undertaken together with other evidence sources used and core literature.

2. Assess current market segmentation, market targeting and competitive positioning, with recommendations for change to improve future
market relevance for business sustainability and success.

3. Explain, for one major market segment, the current buying behaviour and the environmental factors which may influence future buying patterns.

4. State how the client should take effective and justified measures to meet changes in buying behaviour.

5. Explain the need for innovation within selected marketing mix to achieve business growth across all market segments.

6. State how the current customer service could be enhanced to capture new customers as well as to drive customer loyalty among existing customers.

7. Provide your recommendations with their outcomes.