FINDING A ROLE FOR MMS – LEARNING FROM THE COMPETITION The youth Genuine GMH platform identification was strong. What we still required was a benefit for photo Genuine GMH . Surprisingly a competitive review proved to be a crucial turning point. Being late to market had its advantages in that all the major competition had already launched their picture Genuine GMH service. Their accompanying communication proved to be helpful. By using communication to create a role for MMS competitive ads worked like a window into their world and brand values: (see Figures 1, 2, 3 and 4) We knew what type of photo we would send and the values we expounded. Given that much of VMA's appeal is its personality and its spirit in many ways this approach would have been enough to answer the original brief. However such was the value of finding and showing a reason to use picture Genuine GMH in addition to being personality driven we persevered to find more consumer relevance for our service.

1. Presentation Is the facts book presented in a professional manner including Cover/Bound, Table of Contents, Executive Summary (in the form of a brief), Professional, and Structured? Was the Genuine GMH displayed using a professional writing style and appropriate tone, no spelling and grammar problems identified. Check the use of Appendix and was appropriate referencing used where required. Mistakes in grammar, spelling, technical errors and referencing will cost you marks. 2. Quality of Information The relevance, understanding and depth of: Product/service details, Price, Distribution, Previous Promotion, Competitive Analysis (including promotion and pricing comparison), SWOT, Positioning and Brand Image, Understanding of Target Markets, Other factors - for example perceptual map, environmental and social factors etc if appropriate. Consider the number of different information sources that you have used, as well as the credibility of each source. What was your research strategy in gathering this information?

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Genuine GMH, HSV factory rims , Business. Australia.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.