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1. Analyse the segmentation, targeting and positioning strategies of Cloon Keen Atelier. (You should apply as many theories/models/concepts as you believe are appropriate)
2. Analyse the macro environment for Cloon Keen Atelier (you should only use the evidence found in the case study and any ‘common knowledge’).
3. Complete a competitor analysis (both macro and micro) for Cloon Keen Atelier.
Theory question:
1. Explain the benefits of implementing a marketing plan.
2. Using a model of your choice describe how companies design and implement
marketing plans.
3. Using examples critique the different targeting strategies which companies can use.
To answer the questions you need to (as a minimum):
i. Download the above article from the electronic reading list (accessible through the MOLE2 site) and read it at least twice.
ii. Read the lecture slides for STP (MGT136 – Lecture 3/MGT233 – Lecture 2 & the Marketing Environment – Lecture 3)
iii. Read chapters 6 & 2 from the core text book
iv. Apply the theories/models from the above to the case study material. v. Apply the theories/models to the theory questions.
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