1 executive summary with key findings and recommendations2

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1. Executive Summary with key findings and recommendations

2. Clear and concise description of the market in which the organization operates

3. Summary of the marketing environment (both micro and macro-environmental forces and trends)

4. Detailed description of how the market is (or may be) segmented and a statement of the segment(s) that the organization is targeting.

5. Brief discussion of the behaviour of customers in the segment(s) identified above

6. A description of the marketing mix being used by the organization to target these segments

7. A recommendation for improvements to the organization's marketing effort.

Students are required to complete a research report the : students are required to complete a research report. the research report represents 30 of the marks for the unit. in

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