Marketing Strategy and Future Positioning of Gordon Highlander Museum

Executive Summary
Given the demands of today's competitive and dynamic environment, it is quite challenging to understand strategic marketing issues facing organizations and develop the capability for long term business success. In this case study, this report aims to explore the marketing strategy of Gordon Highlanders Museum (GHM) in order to build and maintain a competitive advantage in the dynamic marketplace. The critical analysis mainly focused on how marketing mix 7'P's in GHM come together to build and develop the existing museum's marketing strategy. …