Assessment Criteria Title page, table of contents, executive summary: 3 marks Background: 2 marks Market and demand assessment, including demography, segmentation & target market analysis: 3 marks PEST analysis: 2 marks Competitor analysis including their aim, objective and marketing promotion analysis: 3 marks SWOT analysis: 2 marks Value & brand positioning analyses: 2 marks Marketing aim and promotional objectives for 2018: 4 marks Marketing mix strategies: 5 marks Competitive strategies: 5 marks Media and budget allocation for 2018: 5 marks Expected outcomes and conclusion: 2 marks Citation, language, format, and references: 2 marks