ABSTRACT
Question 1 was based on a case study based on a live case study. The case gave a wealth of information about the environment, the airports position, customer base and the relaunch. The question contained three sections, the first required the candidate to conduct an external marketing audit to identify the key issues currently facing the airport. This was worth 20 marks. There should have been some explanation of macro elements and micro elements of analysis. This should have included the application of the theory i.e. conducting a PESTEL and 5 force analysis and a SWOT to summarise the key issues as requested. So the answer should have included referenced models to explain and support discussion. Some reference to external influences such as competitor analysis (i.e. Manchester airport) should have been identified. The information in the case study should be used. There should have been some discussion about the issues, which face the airport. This analysis for Question l a .
