Strategic Marketing
Based on your knowledge of the strategic marketing process, how might P&O cruises address this problem? Create a strategic marketing plan to address the following questions:
1. Discuss the pros and cons of Market Orientation as a strategic direction for P&O cruises, offering justification for why it may be a suitable choice.
2. Using a suitable external analysis tool, highlight the key Threats and Opportunities currently faced by P&O cruises.
3. Based on the Opportunities and Threats you have highlighted, recommend a new positioning and value proposition statement designed to target younger consumers.
4. Suggest a tactical activity plan to support the new proposition and positioning.
5. To track the success of your proposed new proposition and activities, present a selection of suitable KPIs and metrics.