As a Marketing Consultant, imagine that you have been approached by the Board of Directors of a company of your choice to advise them on their future marketing direction.  They are unsure as to what is meant by “Value Based Marketing”. In any event, the Directors are keen to promote the following theme throughout their organisation:" Developing Marketing Strategy for Business Resilience and Sustainability". 

You are required to present to the Board with a written report covering the following tasks as depicted in the instructions.

INSTRUCTIONS

	Mark
Using suitable models identify   the customer perceived value for the customers for a company of your choice	15
Critically evaluate the existing value proposition   for the one you have chosen.  Compare   and contrast the value proposition with that of the leading competitor in its   sector.	15
Benchmark the two value propositions, comparing   and contrasting as appropriate, and reaching a justified conclusion[s]	15
In light of your analysis of   your existing value proposition and what you have learnt in this module   produce a new value proposition that will match the value criteria of the   customers.	15
Produce a plan to implement the   value proposition externally and internally