Task: You are required to submit a report for a case-study organization outlining a proposed e-marketing strategy for that organization (see page 4 of this document]. The report is addressed to the owners of the organization and you are to write it as if you are a consultant engaged to research and present the information. The report (in management-report format) should identify and critically analyse the fundamental issues related to e-marketing strategy and show clear evidence of synthesis and evaluation of the subject in the recommendations given to the organization. Note that the recommendations made in the report should be specific to the case-study organization, and not a generic description of the elements of e-marketing that are available to any organization

Part 1:

Using appropriate sources, undertake a full marketing audit (internal and external environments) to assess strengths, weaknesses, opportunities and threats to your chosen organisation. Include details about the industry competitive position and market share.

Provide a critical evaluation of the organisation's competitive edge (USP). Demonstrate its effectiveness by providing value added to its customers and include other relevant market performance data to underpin your evaluation (e.g. growth, sales trends and/or profitability) of your chosen company.

Part 2:

Based on your Part 1 analysis select target segment/s and set clear marketing objectives to increase brand awareness, market share, sales and/or profitability. Your new marketing strategy should address these objectives with the application of the marketing mix to your chosen organisation.

These suggestions should be your own ideas but may include marketing tactics and strategies used by other successful organisations or companies preferably from different industry sectors.