A critical assessment of the current internal organisational environment and the external market environment which have a direct impact upon the performance of the marketing function The existing market segmentation, market targeting and competitive positioning, with recommendations for change to improve future market relevance for business sustainability. For one core market segment, explain the current buying behaviour and the environmental factors which may influence buying patterns in the future. State how the company should take justified pro-active steps to meet changes in buying behaviour. Undertake Product Life Cycle Analysis and examine the need for innovation within selected marketing mix variables to secure forecasted business volumes across all market segments. Using the Ansoff Matrix as a framework, show how your marketing performance targets will be achieved through these broadly based, risks assessed, marketing strategies for the next 3 years. Develop a Digital marketing plan so that the existing customer experience could be improved to attract new customers as well as to drive customer loyalty among existing customers?