What dilemmas did Kerry Sanderson face in balancing the short-term and long-term objectives of Fremantle Ports?

The goal of case analysis is to allow you to consolidate what you have learned in the class and from the book
chapters and to apply the knowledge in a written analysis of a real world case. This is an individual assessment.
For this assessment you should focus on the core issues underlying the case and illustrate the analysis with
appropriate and relevant arguments, logic and theoretical frameworks to demonstrate your mastery and
knowledge of the case subject matter and alignment with the chapter topics. Background research, analysing
the case based on unit relevant topics, models and frameworks as well as strong arguments backed up by
credible and relevant data and facts will be crucial in achieving a good mark. In constructing the case analysis,
a report format is preferably advised over an essay format.

Important Note: You must cite at least five (5) relevant peer reviewed journal articles (absolute
minimum requirement). You can cite other academic references such as books, conference
papers, and book chapters but these will NOT be counted as part of the 5 journal articles. All of
these academic references should be cited within the text of the paper; your reference list must
match your citations.

Case: Kerry Sanderson, AO: Marketing a lifetime of service to business and government

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Review the case and based on your chapter learning and topics covered in weeks 1, 2 and 3, write a report by
referring to the following discussion questions.

*Is Kerry Sanderson a marketer?
*Discuss the term ‘sustainable marketing’. Choose a company you know and discuss how that company
applies the principle of sustainable marketing.
*Marketers face many options and decisions every day. What dilemmas did Kerry Sanderson face in
balancing the short-term and long-term objectives of Fremantle Ports?

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