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As you are new to the company, you will need to conduct a full situation analysis to fully understand Global Uggs current situation before recommending appropriate strategies and tactics. Once the strategy is complete, you are to brief ABC Brand Agency on the Global Ugg brand awareness campaign specifically.
Your first step will be to conduct a thorough research both internally and externally and gather information as input for the situation analysis. To do this:
a. Meet with the Marketing Director (your assessor) to: Confirm marketing communication purpose and objectives. Review the company and product information Review outcomes of previous marketing communication Confirm budget allocation with client Summarise legal and ethical constraints b. Using the information collected during meeting, develop marketing communication brief with the following headings Purpose Statement Target Audience Analysis of Product Legal and Ethical Constraints Key characteristics (USP), competitive factors and marketing situation facing product Marketing Communication Objectives in measurable terms and what is to be accomplished by marketing communication Task 2
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