You are applying for the a role as the Australasian Director for Marketing Strategy for an international sporting goods company (e.g. Nike, Adidas, Puma, UnderArmor e.t.c). As part of the recruitment process the CEO wants to test your knowledge regarding how you would use your marketing budget and the marketing mix as a competitive weapon. What areas would you focus on?

Question 1: Provide your opinion of how marketing has been used to in this industry as a source of competitive advantage, and what area of the marketing mix (strengths) would you focus on in this industry in terms of their competitive/marketing strategy in the future.