International Marketing - Assessment 2

Task: 9 Marketing mix tactics

(a) Critically evaluate the business’s existing marketing mix tactics in terms of:

• Effectiveness in satisfying the needs of your chosen target market; and
• Likely effectiveness in achieving the marketing objective you have developed in Assessment 2 as well as the overall business direction, and:
• Consistency with other elements of the suggested marketing mix and business’s positioning. E.g. does product quality reflect price?
• You should cover at least four (4) of the seven (7) marketing mix elements (product, price, distribution, communication, people, processes, physical evidence). (20 marks)

(b) Suggest eight (8) specific improvements to the business’s marketing mix and justify why these suggestions will be effective. Ensure you draw on marketing theory for your justifications. Improvements should cover at least four (4) of the seven (7) marketing mix elements (product, price, distribution, communication, people, processes, physical evidence). (20 marks)

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