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Coursework sample - Marketing Audits.
Pages 14 (3514 words)
The age of globalisation and competition has spurred up the need to ensure more planning and effective strategies in order to counter the threats of competition prevailing in the markets. …
Changing perspectives in marketing planning for Parcelforce
The age of globalisation and competition has spurred up the need to ensure more planning and effective strategies in order to counter the threats of competition prevailing in the markets. Business environment in the present date is characterised by cut throat competition among the market players that are engaged in attaching strategies like predatory pricing and ambush marketing to attack competitors. The industry due to high competition is characterised by low margins that has severely changed the business dynamics and has also ensured change in marketing planning tactics so as to ensure sustainability in the market (Global Express Parcels, 2011, p.1).
Parcelforce Appraisal for capability for planning its future marketing activity
Parcelforce is one of the largest courier and parcel delivery companies operating out of UK and has operations in numerous nations with a cutting edge technology and an effective service delivery mechanism. The company should use its technological advancements and the good brand image of the company owning to its long association with the industry to derive competitive advantage. The company should try to use its massive global presence and couple it with innovation in service delivery mechanism so as to generate competitive advantage. ...
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