Question 2 (40 points)

For this question you may choose any company from any industry you like: from consumer electronics (Sony and Fairphone) to airlines (KLM and United) to fast-food (Burger King and Subway) and education (Wittenborg and Harvard).

Assume that you have taken on the position of that companys Chief Marketing Officer: the highest ranking Marketing executive in the company and seated, together with the CEO, in the Board of Directors.

If your company of choice offers multiple product lines you may choose to focus on one of these in this exam. In that case, explain clearly here what product(s) you will focus on.

Your CEO asks you to critically reflect on the current marketing strategy and to make any changes required to help the company compete successfully in the coming decade.

In your answer, make sure to reflect on the following:

A) B) C)

what are the company's existing marketing strategies (use at least three marketing strategies).

what might be important future developments that can impact the companys commercial survival in the coming 5-10 years?

based on these developments, what changes would you make to the companys marketing strategy/strategies described under question A)?

What changes in the Marketing Mix (Product, Price, Place & Promotion) are required as a result of the change(s) in marketing strategy?