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MKT501 Marketing Management

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Question:

In a marketing audit you need to consider and evaluate the opportunities and threats, the organisation’s segments and the consumer decision-making process for their primary target market. Using Country Road as a case study, and incorporating theoretical concepts into your discussion from chapters 2, 4, 5 and 6 of the Pride, et al. (2018), and with the use of other theoretical sources and secondary research, please discuss the following:

1. Briefly describe the industry market for your organisation and applying the PESTLE macro model, evaluate current opportunities and threats facing Country Road.

2. Describe the nature of competition in your industry. Explain and analyse Country Road’s place in the market by comparing and contrasting its strengths and weaknesses to its main competitors.

3. Using secondary sources regarding consumers’ grocery shopping behaviour, identify the major market segments for Country Road, and outline and evaluated your primary, and secondary target markets.

4. Given your research for question 3, discuss the decision-making process that Country Road’s. primary target market is likely to have and create a positioning statement (just a few lines max) that would encourage the primary target market to become loyal to Country Road.

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