At least 500 words but should not exceed 750 words, with a reference.
Identify a firm in today’s environment that you believe has shortcomings in its understanding and implementation of the ‘Marketing concept’ - that focuses on creating, delivering and communicating superior customer value to target markets. Discuss the problems you see in that firm’s strategies. How might this firm better align its strategy with the marketing concept to achieve and sustain strategic advantage over its competitors in the market place?