Marketing Management by Philip Kotler (15th Edition).

I.External Environment Analysis (STEEP Analysis) to explore the opportunities and threats. Then, analyse the strengths and weaknesses of your selected firm. Draw a TOWS matrix (SO, ST, WO, and WT). Finally, explore two ideas to cope with the opportunities with the firm's strengths or to overcome threats with firm's strengths.Select the better idea by analysing the potential risks and benefits of each of two ideas.

II.Marketing Plan (Second Part)

Give brand name for your product/service come out from the selected idea. Develop the segmentation bases (demographic, psychographic, behavioral, and benefits bases). Identify the targeted market. What position your firm planned to get on targeted customers' minds Select an appropriate strategy to launch this product/service. (Competitive strategies: cost leadership, differentiation, cost focus, differentiation focus, broad differentiation). Use the Template shown in the attached file.

III.4Ps

Product/Service

Price

Place

Promotion

II. III. External Environment Analysis (STEEP Analysis) to explore the opportunities and threats. Then, analyse the strengths and weaknesses of your selected rm. Draw a TOWS matrix (SO, ST, W0, and WT). Finally, explore two ideas to cope with the opportunities with the firm's strengths or to overcome threats with firm's strengths. Select the better idea by analysing the potential risks and benefits of each of two ideas. Marketing Plan (Second Part) Give brand name for your product/service come out from the selected idea. Develop the segmentation bases (demographic, psychographic, behavioral, and benefits bases). Identify the targeted market. What position your rm planned to get on targeted customers' minds Select an appropriate strategy to launch this product/service. (Competitive strategies: cost leadership, differentiation, cost focus, differentiation focus, broad differentiation). Use the Template shown in the attached le. 4Ps Pro duct/ S ervice Price Place VVVV Promotion Answer: 1 Template for Assignment (1) Select an organization you are familiar with, then fill the following table: Vision: Investor/Customer/Employee (\"ICE\") Mission: Build a Better Myanmar for its People. 2020 Objectives: To be an agile Myanmar corporation driven by a strong legacy of good governance and responsible conduct of business with a sustainable growth for the benefit of its people Environmental Situation: Opportunity or Your Organization's Factors Threat Strengths and Weaknesses (Analysis on resources and capabilities) Political Legal Socio-cultural Page '1 Economic Technological Strategies: SO (e.g., S1 and 02) WO ST WT Ideas Idea (1) to launch a product or service Idea (2) to launch a product or service Idea Potential Risks Potential Benefits Risk Probability Benefit (Operational. (Benefits to and Impact (from Probability and Financial, Consumers, 1 to 10) Impact (from 1 to Market, Distributors, 10) Technological Organization risks) itself, Society, Government) 2 Page |2Select an idea by analysing the potential risks and benefits Answer:2 Template for Marketing Plan part-2 Brand and STP Brand Name Product/Service Demographics Psychographics Geographical | Behavioral Segmentation Bases Targeted Market/Group Positioning Price Quality Emotional Benefits and Functional Benefits Competitive Strategies Close Explanation for Selected Cost Leadership Competitors: Strategy Differentiation Cost Focus Differentiation Focus Broad Differentiation Answer:3 No Template Yet. Page |3