Suppose you have been employed by a marketing consultancy firm. You

have been asked to provide consulting services to a New Zealand-based brand currently

operating in the vehicle parking services industry and those associated with Auckland

Airport (May be Park n Fly or Aeroparks).

Ahead of your first meeting with this important client, prepare an interim report, for your

immediate managers review. In your report you should:

1) Identify THREE key brand touch points in the customer journey that are important for

the company to develop or maintain a competitive advantage. Provide a well-

documented rationale for your selection.

2) Evaluate the organisations current use of people, process and physical evidence (as

appropriate) in the companys design of the three brand touch points identified in #1.

Your evaluation should draw on a mix of academic and industry-based sources and

an analysis of competing brands strategies to justify the key conclusions you make

in this section of the report.

3) Based on the key conclusions you make in #2, provide TWO (minimum) or THREE

(maximum) well-crafted and well-justified recommendations for changes the

company should make to its current service brand strategy to improve its

performance.

please provide brief explanation for this question especially for qs 2.

Detail explanation need.