MARKETING AUDIT Based on information available from the press

MARKETING AUDIT
Based on information available from the press, promotional material, the Internet and through analyzing the actual product, assess the performance of Etihad Airlines in United Arab Emiratesmarket and provide recommendations. Theproject will be assessed based on the analysis andrecommendations made in the report.
• The chosen company is: Etihad Airlines which is based in Abu Dhabi
• Analysis will be related to UAE
• Use simple language
• Add creative recommendations that relates to what are mentioned in the report ( This is the most important part)
• Follow the same pattern of the attached sample report
• Use Reliable sources and provide APA in-text citation and refernces.
• Use a very simple language
• Write 12 pages single space
• Don’t copy from other researches that have the same topic.
Title Page
Table of Contents
List of Tables and/or List of Figures

Executive Summary

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Introduction

Competitor Analysis
Competitive Situation Analysis
Direct and Indirect Competitors
Analysis of Competitive Strategy and Position
Competitive Advantage

SWOT Analysis
SWOT
Write a few sentences detailing the most important issues

Segmentationand Targeting
Provide a short description of the product market
Identify the different segments within the market and the relevant segmentation dimensions
Discuss the company’s target market(s)

Positioning Strategy
Describe the company’s positioning strategy
Provide a perceptual map

Product Strategy
Product/s class or category, Product lifecycle
Specify the core physical good and/or service, the actual and augmented product.
Are there any new product development requirements? (Requirements set by the company or industry to pass certain tests or satisfy certain standards of quality, safety, function, and other characteristics, to make sure the product development stage is successful.)

Pricing strategy
What is the nature of demand and price sensitivity?
What is the approach to price setting?
Is it value-based or cost-based?

Distribution strategy
What is the degree of market exposure required?
Explain the distribution channel (channel members, type/number of wholesalers and retailers, how are marketing functions shared, coordination needed in channel…)

Promotion strategy
Promotion Objectives
Message and Creative Strategy
Promotion Mix
What mix of advertising, personal selling, sales promotion, sponsorship, direct response marketing, public relations/publicity is there?
Is there a mix of push and pull?

Conclusion

Recommendations
Simply list the recommendations you developed throughout the text. For example:
Recommendation 1 ….
Recommendation 2 …etc

Appendices