Brunel Business School
“Business Plan范文 Comparative analysis of Marketing Communications strategies and mix for consumer vehicle brands in the UK”
You are the newly appointed Industry Analyst for a well-known Investment Corporation. You have been given the responsibility of becoming their expert in the automotive industry, in particular, the consumer vehicle brands, such as Skoda, Ford, BMW, Volvo, VW, Jaguar, Aston Martin, etc. You have to produce a comparative analysis of the marketing communications strategies and mix used by Skoda and one other brand only.
You should apply your business judgement and intellectual rigour to the opportunity and prepare a comprehensive analysis, which critically addresses the issues. Here are some questions you might consider addressing:
1. What are the marketing communications strategies and tactics used by the companies in fighting the competitive battle?
2. What are the campaigns, the media used, the messages, the image projected and how well are they hitting the targets?
1. The assignment should not exceed 2,500 words and should be presented in report format, not as an essay. You are allowed to include any reasonable amount of supporting material in an Appendix.
You will be assessed on:
Use of reference materials
60% of the company reference materials must be very recent from January 2008 and the rest of the references can be from any year.
1. Cover page