The objective is to adopt the role of a marketing agency that has been approached to writea marketingplan (in the form of a report)foranexisting international company(of your choice)forthelaunchofanewproductorservice in the UK.

HENCE THE REPORT SHOULD BE BASED ON THE INTRODUCTION OF A US-BASED DOG FOOD BRAND TO THE UK MARKET.

THE REPORT SHOULD BE STRUCTURED AS FOLLOWS:

1. Title -make sure to reflect the brand identity of your company
2. Executive Summary - this is not an introduction, but a summary of key points
3. Introduction
4. Company Background:Abriefoutlineofthecompanyandabriefoverviewof the new product/servicebeingproposed.
5. Market Analysis
   1. Market Size and Trends: Detailedanalysisofthemarketwhichtheproduct/servicewill belaunched into;size,trends,PEST(LE),buyerbehaviourand competitoranalysis. The findings of which should be summarised in a SWOTanalyses (along with any additional factors identified).
   2. Consumer Buying Behaviour
   3. Internal Environment analysis (4pc)
      1. Product
      2. Price
      3. Place
      4. Promotion
   4. External Environment analysis
      1. PESTEL
      2. SWOT
6. SMART Objectives (Forthenewproduct/servicepropose no more than 2marketingobjectivesforthe firstyear, these MUST fulfil SMART criteria)
7. Segmentation, Targeting and Positioning
   1. Segmentation (Identify, and justify through research, thetargetaudience,specifyingthesegmentationvariablesused)
   2. Targeting (Propose,and justify through research, thetargetingstrategy being adopted)
8. Positioning (Justify through researchthepositioningofthenewproduct/service(USP) in relation to competitors on the market)
   1. Implementation Plan (Proposea detailed implementationplan for the first year, illustrating for the reader when key activities (such as promotional campaigns) need to be implemented before and during the 1-year period in question)
   2. Key Performance Indicators (critical key performance indicators (KPIs) that are appropriate to the venture/your recommendations for measurement during the plan, identifying when they need to occur)
9. CONCLUSION

NOTE: The quality / viability of the new product itself is not the focus of this assessment it is HOW the marketing of it should be conducted.