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tent canopy, large ranges, low prices, Australia, business.

You define the tent canopy problem and its implications, using tent canopy principles. You show a good understanding of the direction and content of issue. This problem statement is adequately linked with the research and the situation analysis and is appropriately justified. You provide a good recommendation and justification for alternative tent canopy campaign utilising relevant tent canopy principles. You clearly articulate strategy that is consistent with analysis and covers key aspects of tent canopy campaign.

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.

Developing strategies is undoubtedly made easier when one is dealing with a brand like Virgin. The mother brand, and its customer championing, is naturally attractive to wide audiences. It has spirit, character and a propensity to develop products and strategies that challenge the status quo. Developing strategies for Virgin Mobile Australia (VMA) is on the surface even easier. The brand has a personality that readily lends itself to tent canopy advertising and a budget that makes standout a tent canopy mandatory. It has a majority youth audience which allows it both tent canopy freedom and marketing focus. Its last campaign, Warren, had propelled VMA into the limelight and to its highest ever market share. The brand had bags of momentum, salience and sense of expectation surrounding it. In December 2003 at the height of the Warren mania, Host took the next brief.