Your task is to imagine that you have just been employed by the company of your chosen product or service that
you analysed in your earlier assessments and that the marketing department of this company has asked you to
prepare a 2000- word report in which you must:
1. Write a concise executive summary that covers all of the significant findings of your report (not included
in the word limit of this submission)
2. Provide a concise overview of the product or service and its market performance (300 words).
3. Critically examine the company’s current integrated communication mix by considering how it targets
consumers’ attitudes, culture, family and lifestyle influences, group and individual differences,
social class, consumer learning processes, and personal buying decision-making processes.
Please note that not all of these topics may apply to your chosen product or service (600 words).
4. Critically analyse whether or not the communication mix demonstrates a strong alignment to your findings
in assessment 1 and 2 (600 words).
5. Provide at least three strategic recommendations that either address previously identified misalignment
OR proposed ways in which identified alignment can be strengthened. Please incorporate recent peerreviewed literature to justify your proposed recommendations (500 words). Recommendations should not
include manufacturing or operational improvements.
6. Include Appendices (screenshots of the company’s current integrated marketing mix) and Reference List
(mandatory not included in the word count).

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