Coursework – by analysis of a case study. You will be asked to answer questions based on a short case study, aimed at testing your knowledge of the whole syllabus, maximum length of report/answers 1500 words
Q1a. PGI has conducted a number of interviews to investigate the possibility of introducing a new general insurance policy. The company has asked for your help in analysing this interview data. You are required to carry out a process of data reduction on this interview data using any appropriate method of your choosing (you may wish to consider using the “large sheet of paper” method). (15%)
What advice could you give PGI about promoting to these customers? (15%)
Using the PGI case study, carry out a Situational Analysis which must include the following audits, (Total 30%)
Using a marketing planning framework, recommend a suitable outline strategy for PGI, explaining your choice fully. (40%)
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