Marketing Report about the Australian company Pie Face. Examining overall marketing approach

Academic Paper from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Bond University Australia (Bond Business School, Bond University, Gold Coast, Queensland, Australia), course: Graduate / Master, language: English, abstract: The Australian pie company "Pie Face" was examined and evaluated through applying marketing strategies. Finally, recommendations for focusing on a certain strategy and general implications are made in the paper. Group project assignment for this paper was to describe the target market of the brand and prepare a perceptual map of the market, to briefly conduct an environmental scan by describing the key social, demographic, economic, technological, political/legal and competitive factors that affect the brand¿s business and to identify and discuss two internal factors (personal/psychological) and two external factors (social/cultural/situational) that affect the choice of the brand. Furthermore to discuss the current Integrated Marketing Communication (IMC) campaign of the brand. What are the IMC tools and media that the brand is currently using? How effective are these tools in creating a positive attitude towards the brand considering the target market of the brand?