BHO6505 Marketing Report: Kerry Sanderson Case Study Analysis

This report provides a comprehensive analysis of Kerry Sanderson's marketing strategies and leadership at Fremantle Ports. It begins with an introduction outlining the objectives and scope of the study, followed by an examination of Kerry Sanderson's success as a marketer, emphasizing her ability to increase revenue and sustain competitive advantages. The report then delves into the concept of sustainable marketing, highlighting its importance in building long-term customer relationships and contributing to community development. The analysis includes a discussion of the dilemmas Kerry Sanderson faced, such as low staff morale, structural inefficiencies, and the need for innovation. The report also covers the implementation of sustainable marketing practices and the challenges associated with achieving both short-term and long-term business goals. The case study highlights Kerry Sanderson's commitment to community development, staff loyalty, and the importance of adapting to change. The conclusion summarizes the key findings, underscoring the significance of effective leadership and the adoption of sustainable marketing practices in driving business success. The report includes references to support the analysis, adhering to Harvard referencing style.