Business has been down worldwide and the chief marketing officer has tasked you with doing a complete internal marketing audit of your chosen company to introduce in the next board of director’s meeting.

The initial research you will need for the audit must start with Chapters 2 and 3 of your textbook.
For the next 5 weeks, you will create a marketing plan that will begin in Unit 1, continue through all units, and culminate in Unit 5. Each week, your discussion and project will be connected, so you must promptly complete your discussion and participation.

For the complete internal marketing audit you will need to categorize the following key issues:

-Competitors
-Their competitive advantage
-Their competitor intelligence (CI)
-Focus on competitor capabilities
-Competitor strategies
-Prediction of response patterns

How competitors will react to future actions of the company
Examine how your company develops competitive advantage through the following:

-Economies of scale
-Economies of scope
-Economies of speed
-Local advantages
-Global services
-Human resources

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