Reference no: EM132991573 , Length: word count:2000

MKTP103 Marketing Principles - Kent Institute

Assessment -Critical Case Study Analysis

Learning Outcome 1: Understand the basic concepts, principles and theories of marketing in relation to products/services
Learning Outcome 2: Analyse the strategic issues affecting the marketing decision process
Learning Outcome 3: Explain and critically assess the environmental factors, consumer decision making process and segmentation of a market
Learning Outcome 4: Apply the tools, techniques in developing a marketing mix strategy
Learning Outcome 6: Apply the marketing concepts to real life issues under various situations

Critical Case Study Analysis

ASSESSMENT DESCRIPTION:

Critical Case Study Analysis (Individual task), 2,000 words

The COVID-19 pandemic has caused severe disruptions to the demand for tourism in Australia. The industry experienced a sudden halt in international visitation, restrictions on domestic mobility and increased health and safety concerns. Yet, it is important for businesses to plan for post-COVID recovery scenarios and prepare marketing strategies for when travel restrictions are lifted.

For your case study assignment, select an existing hospitality business that provides tourism services in Australia and write a report on how the business should redesign its extended marketing mix when it reopens post-COVID-19.

When writing your report, remember that designing a marketing mix (product, price, placement, and promotion) is one of the critical challenges for marketers, especially implementing a balanced combination of each component. This is even more challenging for service products because of their intangible characteristics. For this reason, marketers need the "extended marketing mix" additional components (people, process, and physical evidence) for service product marketing.

Your answer should highlight the following areas:

1. Opportunities and threats created by the COVID-19 crisis for the hospitality business you selected
2. Your recommendations for redesigning the marketing mix when reopening this hospitality business post- COVID:
2.1 Basic marketing mix components (address only those components that may require redesigning post- COVID):
• Product
• Price
• Placement
• Promotion

2.2 Extended marketing mix components (address all the components and how you recommend redesigning them post-COVID):
• People
• Process
• Physical evidence

Base your answers on relevant marketing theories from the textbooks and academic peer-reviewed journals. You must give in-text citations for all the statements you give in your answer and include a References list at the end of your report.

Attachment:- Critical Case Study Analysis.rar