The group report should include the following sections: 1. Brief description of the chosen business. 2. Analysis of Promotional Situation Internal Analysis • Does the company have an in-house promotional department/personnel? • Use of advertising agencies – does the company use advertising agencies? If so, to what degree does it use the agency’s service? • Review of previous marketing communication results – what were the major advertising and promotion campaigns run by the business/organisation in the past? How effective were they? External Analysis • Consumer behaviour analysis – who are the consumers using the product and service? What benefits do consumers seek from the product/service? • Competitive environment – who are your competitors and what are their strengths and weaknesses? How are you perceived relative to these competitors?
 
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