marketing analysis


Question 1


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%)

For interview transcripts see last section of PGIs case study.

Question 2

Using the PGI case study, carry out a Situational Analysis which must include the following audits,

(a) Internal audit

(b) Customer audit

(c) Macro audit

(d) Micro

(e) Competitor

Question 3

Using a marketing planning framework of your choice, recommend a suitable outline strategy for PGI, explaining your choice fully.

Skills: Articles, Report Writing, Research, Research Writing, Technical Writing

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