1. What is the core problem and issue(s) facing SPARK Marketing?
2. Evaluate the situation facing SPARK by evaluating the internal and external environments.
3. Based on your evaluation of the company, what do you consider to be SPARK’s main competitive advantage(s)?
4. Evaluate the alternatives proposed by Andrew to grow their business.
5. Based on your analysis, what growth strategy would you recommend? How would you put this strategy into action?

Andrew Best, co-founder of SPARK, responsible for strategic planning and business development, felt there were opportunities occurring in the Atlantic Canadian market that his new full-service advertising agency needed to assess. With the closing of a major player in the market, Bristol Communications, and the shake-up in the communications industry Andrew knew there were a number of strategic directions he could take to grow the business. He was considering the possibility of expanding the online capabilities of the company, focusing on market segments that did not traditionally use agencies or winning clients from its closest competitors. With limited human and financial resources, he would need to prioritize his options to have a clear strategic approach to growth that would minimize competitive retaliation. Because of the competitive nature of the industry, timing was important, Andrew would need to make a final decision on the approach SPARK would take by the middle of September.