You have been contracted as a Marketing Consultant to advise The Imperial Oil Company how best to consolidate their market position for the financial year June 2024 - May 2025. CONSOLIDATE meaning in this context: To strengthen - to unite - to make secure. You know little about the organization or the market conditions in which they operate. You have from three months to research and prepare a portfolio document that will provide:
• The information you need to create effective strategies and recommendations for the organization. Where do you begin?
TASK:
• Select a company from the list of 5 provided (in-class)
• Research the background of the organization - use the template provided to give structure to your research (ORGANISATIONAL BACKGROUND TEMPLATE) (in-class)
• Learn about their products, brands, and value proposition - use the template provided (WHAT BUSINESS ARE WE IN? TEMPLATE) (in-class)
• Document your first impressions about who the customer is (INITIAL IMPRESSION OF WHO YOU THINK THE CUSTOMER IS TEMPLATE)

Explain why you made this choice