INSTRUCTIONS: Your answer should be appropriately cited and referenced. Your answer to the case study should not be less than 500 words and more than 600 words excluding references.

QUESTION 1

Eleora Ghana Limited The management of Elaora Ghana Limited has observed that every day, dramatic developments are occurring in the marketplace. The marketing department therefore embarked on an integrated approach to take advantage of the developments within the marketplace. They implemented the use of digital marketing tools such as Web sites, social media, mobile apps and ads, online video, e-mail, and blogs that engage consumers anywhere, at any time, via their digital devices. Marketers at Eleora Limited used mobile channels to stimulate immediate buying, make shopping easier, and enriched the brand experience of their customers. The Great Economic Recession from 2008 to 2009 undermined consumer confidence. During the post-recession era, consumers have become more frugal. As a result, new consumer spending values emphasize simpler living. Marketers at Eleora Company Limited are therefore focusing on practicality and durability in their product offerings and marketing pitches. Managers at Eleora Company Limited are increasingly taking a global, not just local, view of the companys industry, competitors, and opportunities. Also, marketers at Delvin Company Limited are re-examining their relationships with social values and responsibilities. The marketers of Eleora Company Limited are therefore seeking ways to profit by serving the immediate needs and the best long-run interests of their customers and communities.

REQUIRED: As the marketing manager of Eleora Ghana Limited, explain to senior management the efforts you are making to take advantage of the developments in the marketing landscape in contemporary times with reference to the case study (10 marks).