MAJOR ASSIGNMENT: Marketing Strategy Report COVER PAGE Group details and name of business TABLE OF CONTENTS PAGE A list of information in the report with page numbers, plus a list of any images, diagrams and charts etc. INTRODUCTION (should be no more than ½ page total) Who are you writing the report for and why? Any basic background information relating to the report What areas will you cover in this report? PART 1: THE SITUATION ANALYSIS GENERAL BUYER BEHAVIOUR (in your industry) What is the general consumer behaviour of your prospective customers? What do you know about their specific decision making process? How will it help you market your business? THE MARKETING ENVIRONMENT 1/Macro Environment What areas of the PEST are likely to affect your business and why? 2/Micro Environment List and outline the areas of the micro environment as they are relevant to your business PART 2: THE MARKETING STRATEGY STP APPROACH 1/Segmenting What possible market segments are available and suitable for your business? 2/Targeting Which of these segments have you chosen to target and why? Create customer profiles of (2) chosen market segments to target 3/Positioning How will you position your business to appeal to your target market? PRODUCT & BRAND STRATEGY What type of product/service are you offering from your business? Provide visual examples here PRICING STRATEGY What is your pricing strategy? Why? DISTRIBUTION STRATEGY Where will the business be situated and why? PROMOTION STRATEGY How will you promote your product/service business? What is your main Communication strategy? Provide an example of how this strategy will look or sound CONCLUSION Summarise briefly what you have found in this report REFERENCE LIST All sources quoted in the report (please see university website for details)