As a Marketing Consultant, imagine that you have been approached by the Board of Directors of a
Question:
As a Marketing Consultant, imagine that you have been approached by the Board of Directors of a company of your choice to advise them on their future marketing direction. They are unsure as to what is meant by “Value Based Marketing”. In any event, the Directors are keen to promote the following theme throughout their organisation:" Developing Marketing Strategy for Business Resilience and Sustainability".
You are required to present to the Board with a written report covering the following tasks as depicted in the instructions.
INSTRUCTIONS
| Mark |
Using suitable models identify the customer perceived value for the customers for a company of your choice | 15 |
Critically evaluate the existing value proposition for the one you have chosen. Compare and contrast the value proposition with that of the leading competitor in its sector. | 15 |
Benchmark the two value propositions, comparing and contrasting as appropriate, and reaching a justified conclusion[s] | 15 |
In light of your analysis of your existing value proposition and what you have learnt in this module produce a new value proposition that will match the value criteria of the customers. | 15 |
Produce a plan to implement the value proposition externally and internally |
Expert Answer:
ValueBased Marketing Developing Marketing Strategy for Business Resilience and Sustainability Company Patagonia Customer Perceived Value Patagonias customers perceive the brand to offer a combination ... View the full answer
