The purpose of the background is to describe and analyse the firm’s current position in the market place. Here you should attempt to answer the question “where are we now?” by taking a ‘snapshot’ of the current situation and explaining not only what is happening in this marketplace but why, who and what are the key players, forces and dynamics that drive it. You may want to summarise this in the form of a SWOT analysis, which stands for strengths, weaknesses, opportunities and threats. The SWOT analysis is a summary of the external and internal analyses, highlighting the critical issues that must be addressed by the marketing plan. When the SWOT analysis is completed, the firm has a clear idea of its:
What do we do better than competitors?
What advantages do we have over competitors?
In what areas do we need to improve marketing mix in order to be more competitive?
What new opportunities exist in the market place for our product?
Principles of marketing
Can we anticipate any threats to our business from the external environment that may challenge or weaken our position?
We have read your marketing direction several times, but we still cannot get the main ideas. Therefore, we will try to explain our group marketing proposal with the way we understand about these two directions.
Firstly, our group would like to choose BlackBerry Brands. BlackBerry is a Canadian telecommunication and wirelessequipment company, best known as the developer of the BlackBerry brand of smartphones and the Playbook brand of tablets. BlackBerry used to be a leading company in smartphone market. It also used to be famous in Vietnam, with their brand sticks with successful businessman images. However, with the stormy development of mobile technology as...
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