MARKET RESEARCH

Marketing research:1. What are the main factors influencing an organization’s
marketing environment? Using a framework of your choice, describe how trends in
each of the main environments impacts on the current European market for airline
flights. How could these insights into the marketing environment help to shape
marketing strategy for British Airways when developing this market?

marketing thinking:3. Critical thinking is widely accepted as a key
skill in academic study, discuss why critical thinking is also a key
skill for professionals working in the marketing industry,In your
answer, provide examples of how marketers apply creative solutions in their
activities. [100 marks]
marketing mix:4. 1. You are a marketing consultant at the Boston
Consulting Group. Your client is an automobile manufacturer from a country
of your choice. They have asked you to help them develop their competitive
strategy. a) You have been tasked by your line manager to prepare a report
to submit to the automobile manufacturer on how the company should develop
its competitive strategy vis-à-vis the other companies in the marketplace.
In this report, you will apply the theory you have learned on Porter’s
generic strategies, using relevant examples where necessary.
segmentation:4. You are a marketing consultant at McKinsey & Co. Your client is
Barclays Bank plc and they have asked you to redesign their segmentation strategy.
You have been tasked by your line manager to prepare a report to submit to Barclays
on how they should develop a world-class segmentation strategy. In this report, you
will apply the theory you have learned on Segmentation, using relevant examples
where necessary.

a) Assess the various potential consumer and business segments that
Barclays Bank plc can target in its retail banking business. Justify the
segmentation approach(es) used. [100 marks]
5. How do digital technologies transform markets? Critically discuss
the opportunities and threats of new digital technologies for the
publishing industry. How can an analysis of the marketing environment

help organisations in the publishing industry to remain relevant and
sustainable? How can a SWOT analysis help organisations in the retail grocery
market remain sustainable?
[100 marks]

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