Question:
Case study
You will be allocated a Global Organization.
Prepare a Global marketing analysis on given Agency.
The company I need to use for this assignment is "The Irish Development Agency".
Structure you need to be add in the paper.
External analysis
Internal analysis
Opportunity Identification
Target/Positioning
Marketing mix
Cultural Overview
Include all those theories and marketing models for The Irish Development Agency.
This is not a PR puff piece -
To often the prime source that students use is the Company itself.
This results in a biased analysis often promoting the Company's own biased view.
Your not a publicist you're an analyst
Problems in most sections
External environment - more on Strict regulation
Competition - totally ignored all routes other than the USA and even for the USA non Heathrow routes ignored
Positioning - competitors underestimated
Targeting - Global elite and first class business are not targets - missed
Segmentation - only Economy and business segments - to specific destinations missed
M Mix - different mix used in two models?
Product offering - no demonstration of an understanding of the product offering, no analysis, of core and enhancing service provision
Branding no analysis and demonstration of how the core values led to unique enhanced service provision
Culture, Non Western Customer Cultural implications not given enough attention.
Word count 4500 max.
Assignment -
https://www.dropbox.com/s/1n34lcoafi3hyja/globalmarketing-assignment.rar?dl=0