1. Without copying material from the case analyse both the external (macro and micro) and internal (organisation) environment that Liverpool Victoria Insurance found itself in 2006. State any assumptions that you make in your analysis. At the end of your analyses create a SWOT table to summarise your key conclusions.
2. Write a comprehensive marketing communication plan for the period 2016 to 2017 to build on the remarkable success of LV=. It is essential that you state any assumptions you make in the formulation of your plan.