... reviewing their market position, monitoring the competitors and endeavouring to fulfil customer needs by undertaking market research. Internally to Coors Brewers there is not enough promotion of marketing strategies undertaken and communication of brand marketing could be improved by more co-operation and cross functional working. Alongside this there needs to be more marketing of internal services, advertising and requesting feedback to ensure that we are meeting our own internal customer needs. Strategic market planning within Coors Brewers is an essential and integral part of the business. It allows the effective use of resource, customer focus and a framework to base long-term plans on. CONTENTS SUMMARY Introduction 1 1. How do we start to meet customer needs? 2 2. What is Marketing? 2 2.1 Coors Brewers - External Marketing 4 2.2 S.W.O.T Analysis 6 2.3 Marketing Audit 7 2.4 Brand Strategy and the Marketing Mix 9 2.5 Creative Brief 10 2.5 Marketing Orientation 10 3. Services Marketing 13 4. Communication 14 5. Implementation 15 6. Conclusions 16 7. Recommendations 16 Bibliography 17 Appendices 18 Appendix I The Strategic Planning Process 18 Appendix II Additional key Strategic Factors 19 Appendix III P.E.S.T Analysis 20 Appendix IV Porters Five ...

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