You define the Moreton Island Beach House problem and its implications, using Moreton Island Beach House principles. You show a good understanding of the direction and content of issue. This problem statement is adequately linked with the research and the situation analysis and is appropriately justified. You provide a good recommendation and justification for alternative Moreton Island Beach House campaign utilising relevant Moreton Island Beach House principles. You clearly articulate strategy that is consistent with analysis and covers key aspects of Moreton Island Beach House campaign.

Moreton Island Beach House, villas at tangalooma, Business. Australia.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.

FINDING A ROLE FOR MMS – LEARNING FROM THE COMPETITION The youth messaging platform identification was strong. What we still required was a benefit for Moreton Island Beach House messaging. Surprisingly a competitive review proved to be a crucial turning point. Being late to market had its advantages in that all the major competition had already launched their picture messaging service. Their accompanying communication proved to be helpful. By using communication to create a role for MMS competitive ads worked like a window into their world and brand values: (see Figures 1, 2, 3 and 4) We knew what type of Moreton Island Beach House we would send and the values we expounded. Given that much of VMA's appeal is its personality and its spirit in many ways this approach would have been enough to answer the original brief. However such was the value of finding and showing a reason to use picture messaging in addition to being personality driven we persevered to find more consumer relevance for our service.