Introduce the company and provide some background and current state of the company: Market Planning Research Paper, SUSS, Singapore

All Assignment must have the following:

• Executive Summary
• All original names of group members / individual names
• Table of contents with the appropriate page indicators
• Properly formatted list of references (CU APA Referencing)

Executive Summary – Half a page – words not counted in the word count.

1. Introduction to the company

Introduce the company and provide some background and current state of the   company. Describe the range of products that they are currently marketing.   Identify and describe briefly the company’s current situation, including financial status, marketing goals and objectives.

1.1      Create a Vision for the firm.

1.2     Create a Mission statement for the firm.

1.3      Briefly introduced the new product launch and provide some reasons for   the new launch.

2. Market Situation

2.1  Identify who are the key players in the industry – what are their marketing strategy, what is their market share, what is their competitive advantage and strength and weakness.

2.2  Identify who are the main competitors to your product in the industry – what are their marketing strategy, what is their market share, what is their competitive advantage and strength and weakness. Here to include 2 competitors.

3. Internal Analysis

3.1       SWOT / TOWS analysis – for SWOT each quadrant 3 points. After the analysis provide a overall summary for the SWOT analysis. Following the SWOT conduct a TOWS analysis with brief explanation.

4. External Analysis

4.1   PESTEL Analysis in which the company is operating in –  Singapore

(Minimum 2 points for each point). The PESTEL is for Singapore.

4.1      Political – min. 2 points. Provide explanation for each point. In addition, classify and explain whether each point is an opportunity or threat for the chosen company in Singapore.

4.2      Economics – same as above

4.3      Social – same as above

4.4      Technology – same as above

4.5      Environmental – same as above

4.6      Legal – same as above

Provide an overall summary for the PESTEL environment.

5. Industry Analysis – Use Porter’s 5 Forces

5.1   Threat of new entrants – explain 3 to 5 lines using drivers then explain whether this is      an opportunity or threat for the company in Singapore.

• If it is easy for new competitors to enter the industry = threat is HIGH (Threat)
• If it is difficult for new competitors to enter the industry = threat is LOW (Opportunity)

5.2   Threat of Substitutes – explain 3 to 5 lines using drivers then explain whether this is         an opportunity or threat for the company in Singapore.

• If it is easy to substitute your product = threat is HIGH (Threat)
• If it is difficult to substitute your product = threat is LOW (Opportunity)

5.3    Supplier Power (or Bargaining Power of suppliers) – explain 3 to 5 lines using drivers        then explain whether this is an opportunity or threat for the company in Singapore.

• If your business’s supplier is powerful / High control = threat is HIGH (Threat)
• If your business’s supplier is weak / low control = threat is LOW (Opportunity)

5.4  Buyer Power (or Bargaining Power of buyers) – explain 3 to 5 lines using drivers then      explain whether this is an opportunity or threat for the company in Singapore.

• If your buyers is powerful / High control = threat is HIGH (Threat)
• If your buyers is weak / low control = threat is LOW (Opportunity)

5.5  Competitive Rivalry – explain 3 to 5 lines using drivers then explain whether this is an      opportunity or threat for the company in Singapore.

• If the competition is intense = threat is HIGH (Threat)
• If the competition NOT intense = threat is LOW (Opportunity)

Base on the above analysis is level of attractiveness in the industry is  XXXXXXX– Provide some form of conclusion

6. Segmentation, Targeting and Positioning:

6.1       Explain what is segmentation and the purpose of segmentation. Do some academic research

Segmentation – Must be clearly classified.

• Demographic – Describe the profile of your target market – choose any 3 relevant or related elements.
• Psychographic – Describe the personality of the consumer that will be using your product
• Behavioural – choose any 3 elements that is relevant
• Geographic

Be specific as you explain each of the element above and check for accuracy and be realistic

6.2   Target Market – describe the target market profile. Customers who will use   your product. Summarise the above.

6.3  Product Differentiation – explain how the product is different from your competitors – write 5 to 8 lines focusing on the product

6.3     Positioning – draw the positioning map and identify your Positioning Strategy and explain – 4 to 5 lines. At least include 4 competitors in the positioning map. Must include a positioning map of your product.]

Identify your position strategy. Explain to me briefly your positioning strategy.

7. The Marketing Strategies –

4ps Must be detailed and identify the appropriate strategy for each P.

7.1      Product – ensure all the components of products are included. State and explain the type of product category and explain why you have designed your     Product strategy this way.

• Quality: xxx
• Design: xx
• Variety : xx
• Features: xx

You can insert a picture of the product you are using for the assignment.

7.2      Price –State clearly the pricing strategy. Out of the 4 new product pricing strategy choose 1.

Justify your choice of Pricing Strategy – State and explain any 3 factors that has been taken into consideration when deciding your pricing. Each factor explain 3 to 4 lines.

7.3      Place – explain direct or indirect distribution, state and explain clearly the distribution strategy

(a)   Direct or indirect – explain why. State the level of indirect if you have            chosen indirect strategy.

(b)  Distribution strategy – intensive, selective or exclusive – Choose only         one and explain.

7.4      Promotion – Choose only 2 out of the 6 promotional mix and justify. Write 5         to 6 lines for each method you have chosen.

(1)       Who is my target audience and what is their media habits?

(2)       What is my promotional objective.