A. Introduction
Include a brief description of the product and its target market.
B. Situation Analysis
Assess the important features of the organization (e.g., name, location, history, key managers) and its environment. Present a SWOT analysis including the internal strengths and weaknesses, and the external opportunities and threats facing the organization. In tables you should provide lists of factors that fall into each of the four categories. In the body of the paper you should identify and describe at least:
• two key internal strengths
• two key internal weaknesses
• three key external threats
• one key external opportunity.
Target Market and Positioning
C. Target Market
Demonstrate understanding of market segmentation by describing the product's target market(s). This description should be organized using the bases for segmenting consumer markets (geographic, demographic, psychographic, benefit, and usage segmentation) to describe the target market, and create a rich and visual description of the typical consumer(s). You should also describe the size of the target market (number of people and volume of purchases).
D. Position
Describe how the organization wants the market to perceive the product.
Marketing Mix I
E. Marketing Mix
a) Describe the first two components of the marketing mix - product and place.
Marketing Mix II
a) Describe the remaining two components of the marketing mix - promotion and price.