1. Introduction: Company. Brand and Product {5 marks) The introduction should describe the chosen company very clearly, summarising or paraphrasing to show understanding. This section should be accurate and up to date as of 2022. The key attributes of the innovative productiservice must be introduced here. 2. Internal {Micro} Analysis: W, Competitor and Company {15 marks) This section is all about the marketing elements related to the current situation internally and with direct competitors as well as existing customers over which the company exerts some control or inuence. It presents and describes research from relevant, up-to-date, and credible sources on customers and competitors and builds on research on the chosen company. Competitors Strengths and Weaknesses are to be presented. Customers' Social and other media feedback on the company is described and analysed. 3. External {Macro} Analysis: PESTEL (15 marks} This section presents and describes research from relevant, up-to-date, and credible sources on all parts of the external environment or matters over which the company has no direct control, in the form of a PESTEL Analysis. These ndings are to be applied to the innovative productl'service in question. Opportunities and Threats that come from the research need to be explored. 4. SWOT: Strengths. Weaknesses. Opportunities, and Threats {10 marks) For this report, a SWOT is simply a summary in the form of a table of Sections 2 and 3 of the report and need only be a hall to one page in length. It is vital that the facts summarised here are put in the appropriate sections. As a general rule. items from the lntemal Analysis should be presented as Strengths or Weaknesses and items from the External Analysis as Opportunities or Threats. The SWOT is a summary of earlier sections. and no items should stand alone lie, all things presented should be abte to be found in the earlier sections). 5. Marketing Strategy is. T. D and P] and Recommendations (20 marks} This section outlines the proposed segmentation, targeting, differentiation and positioning of the innovative productlservice and should be toward locking. Target market segments should be clearly dened. The product should be steady differentiated from its competitors and a positioning statement must be recommended. 6. Marketing Mix [the 4 P's) and Recommendations [20 marks) This section outlines the recommended Mix Product, Place, Price and Promotion - for the innovative productlservice. Product branding. packaging. labelling and support (augmented) services should be succinctly and steady described. A recommendation on strategy for sustaining the product life is well made. Channel types and levels need to be desclibed with a clear diagram. A recommendation on a more effective channel shows relationship of product to market to channel. The pricing strategy (one of the 5 main} is to be dened with examples. Promotion analysis use examples to outline the Theme and Appeal of future promotions