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e$)$ Strategy and Recommendations $(3$ to $4$ pages$)$

a$.$ On the basis of your situational analysis, generate a marketing strategy $($give your

strategy a descriptive label$).$ This should include the following components $($of the three

below subsections, please note that the marketing strategy is the most important$)$:

i$.$ Marketing Strategy. Clearly state the marketing objectives of your strategy,

the generic and narrow product$-$market$($s$)$ that you will be targeting, positioning

statement, and most importantly, the marketing mix$($es$)$ of your strategy.

In crafting your marketing mix$($es$),$ provide a detailed description and $($if

necessary, justification$)$ for each element $($Note: use of point form is OK here$)$:

Product $($decisions about everything the target group receives$)$

Price $($decisions about everything the target group gives up to receive it$)$

Place $($decisions about everything that is done

to get the product to the target group$)$

Promotion $($decisions about everything that is done

to communicate the other three elements to the target group$)$

ii$.$ Financial Assessment and Budget. At a high$-$level, estimate the market potential

for your product$/$service$,$ in the short$-$term, and medium$-$term.

What is the impact on the "bottom line" of your strategy? That is$,$ briefly discuss

key figures, including projected revenues, expenses, profits $($losses$),$ etc.

Show details and calculations in the appendix section but extract and discuss

key figures in the main part of your report. You may also want to assess

trends and$/$or make forecasts over the long$-$term.

iii. Additional Issues $($if any$).$ Briefly outline any issues you foresee with regards

to impact on the bottom$-$line, match to core competencies of the firm,

viability $($given resources, skills, etc.$),$ potential competitors' responses, etc.