long answer case study questions:

Express Care is a start-up that is about to enter the busy womens skincare market. The founders, Jane and Kate, have researched the industry and believe they have a unique approach that will help them differentiate their brand compared to that of their competitors. Their market research indicates that most competitors have too many products and have over-complicated skincare. They believe that by specialising only in womens everyday skincare regime, and having a small product mix that can be applied quickly, they will be able to capture a piece of this lucrative industry. They believe that by specialising only in daily express skin care. Their product positioning is keeping things simple and fast for busy women, hence their name of Express Care. Their target customer is an everyday female (35-45 years old) looking for uncomplicated skincare products that are quick and easy. Before the business can create a marketing plan, your task is to help Express Care understand consumer behaviour and how the target customer is likely to navigate throughthe Consumer Decision-Making Process.