You have been appointed as a Senior Marketing Executive for SLH. As part of your role you are required to produce a Global Industry Analysis Report into the Sports/ Leisure/Health sector. In particular, you are required to address the following issues:
Q1 Undertake a global industry analysis into the Sports/Leisure/Health sector to identify key opportunities and threats within the global market. (30%) .
Q2 Introduce a new product/service based on the opportunities identified from the analysis undertaken in Q1. (20%)
Q3 Identify an appropriate segmentation and targeting strategy for the new product/service. (20%)
Q4 Using any product management portfolio tool (e.g. Product Life-Cycle Model, Boston Consulting Group Matrix (BCG), Growth-Share Matrix, McKinsey/GE Market Attractiveness-Competitive Position Matrix, A.D Little Business Profile Matrix), outline, appropriate marketing strategies for your new product/service at each stage of its life-cycle. Consider on what basis (competitive advantage) would the new product/service compete in the market place in the long-run? (20%)
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