Marketing Analyst Case: Situation and Question $1$

Objectives

The client has engaged us to:

$1.$ Conduct competitive analysis

$2.$ Formulate marketing strategy

$3.$ Create go$-$to$-$market plan

Question #$1$: What type of research and$/$or consumer insights would you

leverage to conduct the competitive analysis?

Case Overview

Our client is an electronics manufacturer company, The ABC Group. Some recently generated reports show that certain products

within the company are more inefficient than desired, causing profits to stagnant over the past $2$ years.

You are a Marketing Analyst and The ABC Group has asked for your help to help improve sales for inefficient products, and overall profits.

Specifically, they have inquired as to how the organization can better leverage digital marketing tactics and technology to better their

current reputation and ensure customer satisfaction of the customers they currently serve, while attracting a newfound customer base.