An industry/market/competitor analysis
A justification for the launch/re-launch of the amend, improve and/or extend product/service
An outline of major marketing opportunities for the new/modified product/service
A recommended marketing strategy based upon segmentation, targeting and positioning (with reflective reference to the Marketing Game simulation exercise)
The marketing strategy to detail marketing mix variables (with reflective reference to the Marketing Game simulation exercise)
The proposal of a promotion plan and the promotional mix
A draft marketing budget detailing categories of expenditure and a notional financial profile of the contribution of the new product/service
Demand forecasts based upon known demand for the organisation’s products/services allied to sales targets
Some contingency considerations
A Conclusion – also reflecting critically on the experience of the Marketing Game simulation exercise
A Bibliography (Harvard system of referencing)
Use of course material and models from recommended and additional sources
Pre-Written Pages: 16
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