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This report is based on the following requirement - - “The primary determinant of whether a product or business will generate results is its fit to the needs of customers. If customers do not perceive an offer as having a competitive advantage – offering superior value – they will not buy it……..”
- Doyle, P., and Stern, P., (2006), Marketing Management and Strategy, 4th Ed., Prentice Hall.
- By reference to academic literature, explore and critically evaluate this proposition. Using examples, illustrate the implications of the proposition to management practice.
- You are required to produce a business report for a practising management audience.
- The report should have a sound theoretical and conceptual perspective, containing evidence of critical debate within an appropriate academic literature. A minimum of 4 academic journal articles should be referred to.
- The report needs to be grounded in a 'real world' business context, making recommendations for management.
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