• Briefly introduce the company and the chosen product.

2. SWOT analysis (from relevant Marketing Environment scanning) and TOWS matrix (300 words)

• Identify and analyse impacts of the given Marketing Context and any related Marketing Environment factors on the company's marketing activities. You should choose 4 – 6 Micro and Macro factors to analyse. Include a wide variety of reliable, relevant, and up-to-date research materials.
• Summarise your Micro & Macro analyses into your SWOT analysis. Make sure that your SWOT analysis is relevant to the given Marketing Context and integrated with your Marketing Environment analyses. Because this is a small marketing plan, you don’t need to provide all Strengths, Weaknesses, Opportunities, and Threats. You need to provide at least 1 Strength/Weakness AND 1 Opportunity/Threat.
• Then, choose 1 strategy (SO/ST/WO/WT) which is linked to your Marketing Objective and Recommendations in the following part. Note: SO/ST/WO/WT are the strategies of the TOWS matrix which is closely related to SWOT analysis.
  • SO strategy: How to use Strengths to take advantage of Opportunities?
  • ST strategy: How to use Strengths to overcome Threats?
  • WO strategy: How to take advantage of Opportunities to overcome Weaknesses?
  • WT strategy: What to do to minimise Weaknesses and overcome Threats?

3. Target Customer (200 words)

• Identify the Target Customer being targeted by the brand with strong justifications and research materials.
• Make sure that your Target Customer part is strongly connected with your entire Marketing Plan.

4. Differentiation and Positioning (250 words)

• Identify and analyse the current Differentiation and Positioning strategies of your company, supported by strong research materials.
  • Differentiation: 1 - 2 strongest differentiation strategies
  • Positioning: 1 positioning map, value proposition
• Compare with your competitors where applicable.

5. Current Marketing Mix performance (550 words)

• You need to choose 2Ps of your interest to analyse in this part and the Marketing Recommendations part.
  • Product – You can consider these strategies (if relevant): 3 Levels of Product, Product Life Cycle, Brand Development Strategy, etc.
  • Place – You can consider these strategies (if relevant): Channel Organisation, Distribution Strategy, etc.
• Identify the current 2P strategies of your company with strong justification from research materials. Include a wide variety of reliable, relevant, and up-to-date research materials.
• Evaluate the current 2P performance of your company. The evaluation needs to be related to the given Marketing Context (where applicable).
• Use visuals/screenshots to support your identification and evaluation (where applicable).
• Compare with your competitors (where applicable).
• Explain how the various elements of the marketing mix work together and how the marketing mix integrates with other stages of the marketing process.

6. Marketing Objective (100 words)

• Set SMART marketing objective based on the TOWS matrix and the current 2P evaluation.
• This marketing objective must be related to the given Marketing Context.

7. Marketing Recommendations (2Ps) (450 words)

• Provide effective recommendations to achieve the marketing objective. Use 2Ps to achieve the Marketing Objective.
• Recommendations must be relevant to the given Marketing Context, your Target Customer and Positioning.
• Use visuals and case studies to support your recommendations (where applicable).