The FranMark Group of Companies is a conglomerate involved in the manufacturing, importation and distribution of a wide range of consumer goods. They cater to the middle and upper income markets in Jamaica and across the Caribbean.

Their products, in terms of quality, are on par with those of Grace Kennedy and can be equally matched with other premium competitors in the markets in which they operate.

FranMark is conscious of the volatile nature of the market at this time , in the era of the Coronavirus Pandemic and is seeking your guidance, as a Marketing Consultant, to appropriately advise them on strategies for growing their market share. In addition to your overall advice for the company, you are to pay more keen attention to the following in making your recommendations:

• Consumer markets and buyer behaviour including the ‘black box theory’
                                                                                                                
• Pricing and distribution strategies                                                    
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• Competitors analysis                                                                       
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• Overall conclusion/recommendation