For a solid marketing plan for Atlas Yoga Studio, six main deliverables are equally divided within the team. I will work on the below tasks until the end of the term, which include details, benefits, challenges and prerequisites required to complete these: 1

. PESTEL Analysis - Conducting the situational and environmental analysis of the company by focusing on the critical external environment using the PESTEL analysis model. Under PESTEL, my task will be to study and analyze the political, economic and social factors. Before working on the project, my first step is to learn about the client's business and the industry it operates in and analyzes the external factors using the PESTEL model. My focus will be on understanding the impact of the business's political, economic and social aspects and how these factors have impacted in the past, current and potentially in the future. By researching the impact on the industry of these factors and talking to the client, I will be able to map out their position and provide recommendations or best practices that will help to contribute to the creation of the marketing strategy. The benefit of this analysis will help me understand the business direction, its brand positioning, growth target and risks for the existing products and services. In addition, it will assist in proposing new product development or introducing services that can help the client to grow its business. Encapsulating these factors will help the client significantly when the client has expanded its business to different countries and planning to explore further and expand into new markets. Moreover, personally, it will allow me to learn about a new business segment and the external factors that make the business either more attractive or volatile. The industry-specific information will be available on the internet; however, the challenge would be to find the information related to the specific factors that could impact the client's business will have to be gathered from the client only. Moreover, with limited access to the client's availability and timeframe, getting all the information in one meeting will be challenging.