Your task is to create a marketing plan for a product of your choice. It can be a new product or existing product. Using

your knowledge learned in this course you will develop and present a marketing plan for the

product of your choice.

I. CORPORATE LEVEL PLANNING

• Outline the company's Mission
• Outline Goals of the company (ensure those goals are SMART)

II. BUSINESS LEVEL PLANNING

• Who are your customers?

• Who are your competitors?

• Conduct a SWOT analysis?

• What is your Segmentation & targeting strategy?

• Product Portfolio analysis?

• What is your Positioning strategy?

• What is your Competitive advantage?

III. MARKETING MIX

(PRODUCT, PRICING, PROMOTION AND PLACE.)

A. Product

• Explain what type of product the company is selling to the market? Explain your choice.

• Discuss the key characteristics & benefits of product/service

• What Branding strategies (generic/Co-branding etc.. ) is your company adopting? Evaluate this strategy.

• Conduct a Product life cycle analysis of your product and explain the characteristics of this stage.

B. Price

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What Pricing goal are you pursuing? Why

• Estimate demand, costs & profits.

• Which is the most appropriate Pricing strategy to pursue? Why?

• What are the most effective pricing tactics to use to fine tune price? Why

C Place

• Channel choice
• which channel or channels is the company using? Explain the key factors that are influencing the choice of this strategy? (Market factors, Product factors, Producer factors)

• Level of intensity
• which level of distribution is the company pursuing? Why is this the most appropriate