Question 2 [50 marks]

Read the Case Study below and Answer the questions that follow:

a) The hospitality industry has been hard hit by the Covi-19 pandemic, which threatened to slash off the profitability of the sector. In fact some have been forced to close businesses while others are strategizing to improve their performance. As a Marketing consultant, you have been approached by Bosele enterprises, a company that specialises in tour guide and camping, to assist in its marketing planning. Your role is to conduct a marketing audit to identify opportunities and challenges and recommend appropriate action. Provide a report explaining what your marketing audit will entail. [30 marks]

b) Using an industry of your choice, explain how the market environment variables influence the industrys activities. Indicate how management should react to these factors. Use examples to clarify your answer. [20 marks]