How to create a Marketing Initiative for SEEK limited?

This is an important section of your report and as such be clear about what your marketing initiative is and should be one in which you think, based on the situation analysis, the initiative can improve the performance of the company. It needs to have a certain logic.

Your new marketing initiative can be based upon any one of these opportunities/threats identified in the SWOT analysis.

Two major initiatives with subgroups are:

a.Expanding total market demand

i.New customers:

1.Market penetration strategy / New market strategy / Geographical expansion strategy

ii.More usage: getting current consumers to consume more

1.Increasing frequency of usage / loyalty programs

b.Protecting market share

i.Proactive marketing

1.Anticipate consumers changing wants and demands / React to consumers changing wants and demands

ii.Defensive marketing

1.Position defence: occupy the best place in the consumers mind.

2.Flank defence: protect weaker product brands.

3.Pre-emptive defence: use guerrilla tactics to attack first.

4.Counteroffensive defence: frontal attack on your competition

5.Mobile defence: diversify and broaden market.

6.Contraction defence: strategic withdrawal by giving up weaker markets.

Please choose only 1 marketing initiative strategy for your company (e.g. Expand total market demand by developing a new market, i.e. a.i.1) and justify your choice.