|University||Nanyang Technological University (NTU)|
|Subject||Entrepreneurial Marketing in the Digital Era|
Choose a British company, which you believe has achieved superior performance, as indicated by the competitive position, the financial performance (e.g. profit or sales growth). the brand strength, or the speed of international expansion.
Be aware that the structure of firms (consolidations, subsidiaries, etc ) sometimes makes performance issues difficult to gauge.
(1) Collect data/information regarding this company from multiple sources using marketing research methods you learned from this course.
(2) Use the relevant concepts and models that you learned from this course to a. analyze the marketing environment and marketing strategy of this company; b. identify the factors in the marketing mix that are critical for the success of this company.
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