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Situational analysis – RAC (Royal automobile club of WA)

Follow this skelleton to do a situational analysis of RAC. The company is a western Australian.

1) About RAC Insurance (Or RAC?) -Company’s Corporate & Marketing Objectives

2)Situational Analysis -External Environment:macro and micro; to include the relevant SLEPT factors, the industry situation, and competitors.

-Internal Environment- The internal strengths and weaknesses

-Where is this service on the goodslservice continuum?

-Describe service in terms of properties of intangibility, heterogeneity, perishability and inseparability.

-Describe the service in terms of core and peripheral elements and the bundles of benefits offered.

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