Abstract:
The purpose of this project is to analyze the implementation of the marketing strategy created
for the SquarePeg in December 2020 as part of Business Project 1. Business Project 1 consisted
of conducting primary and secondary research to identify target segments and evaluate them
to prioritize the most profitable segments. The USPs for the SquarePeg were identified and a
subsequent pricing, positioning, promotions and conversions strategy was then defined.
One and a half year after the strategy creation, the implementation of the various components
of the strategy will be critically evaluated and the results reviewed to ascertian what worked
and what did not. Since the company has now grown so after the analysis, the challenges will
be identified and a way forward with actionable solutions will be determined
