You are a Marketing Team in an Existing Company, Which Intends to Introduce a New Product: Marketing Management Assignment, SMU, Singapore

Introduction of a new product/service into the Singaporean market

You are a Marketing team in an existing company, which intends to introduce a new product/service into Singapore. Prepare a report outlining your marketing strategy for the new product/service.

Your report should entail the following dimensions:

1. Executive Summary (key points of the report)
2. Introduction (provide a company overview, e.g. when was the company founded, what are its corporate values, what are its current products and which markets is the company serving, how is it currently performing, and who are its two main competitors)
3. The business context situational analysis (PESTLE Analysis presented in a table format. Your PESTLE analysis should identify the most important trends potentially affecting the launch and performance of your new product, the implications of those trends for your strategy implication, and the potential action you might take to address the trends. PESTLE analysis should not be more than 2 pages in length.)
4. Product decisions
   • Branding (overall brand characteristics such as brand name and brand values)
   • Positioning strategy
   • Segmentation criteria used, and the target market identified (analyse the features of the target consumers, and how the consumers are segmented)
5. Pricing (identify the appropriate pricing strategy for your new product, and justify the decision)
6. Place (identify your distribution strategy and provide justification for your decision)
7. Promotion (identify the most optimal promotion mix tools for your product for both digital and traditional marketing environments. Specify whether a push or pull strategy will be used, and justify your decision).
8. Conclusion
9. References (not included in your word count)
10. Appendices (if any, you could include examples of your branding drawings, marketing communications tools examples, etc.)