Strategic Marketing SBU Situational Analysis

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Description
WORD COUNT: minimum of 2800 words, maximum of 3000 words (excluding referencing)
Reference List: Chicago Style, with in-text referencing; (18 references with a minimum of 12 being of scholarly/academic journal article.)
Must use appropriate marketing terms and in-depth report.

The SBU is Tiger Airline Australia (local flights within Australia)
Task: Create the development of a Strategic Marketing Plan (SMP) for a Strategic Business Unit (SBU) within a firm and must ultimately be a long-term plan (3-5 years).
Note: do not focus on the competitors, just brief findings. Focus on other parts.

FORMAT:
SBU SITUATION ANALYSIS (Where are we now?)
Review the internal (micro-) and external (macro-) environments of the SBU, including: (please refer to the attached document)

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