As a marketing manager of the chosen company, you are required to prepare a marketing plan for the company’s new product or service to be launched in Hong Kong.
· Gather background information about the industry, chosen company, its new product/service, market(s), competitors, and competing/ substitute products;
· Formulate a marketing plan for the new product/service carefully and intelligently; and
· Submit a written report in 1,500 words excluding Appendices and References.
** The Marketing Plan (Report) will include, but not limited to, the following information and should be typed up with 1.5 line spacing, 12 font Times New Roman with no more than 1,500 words. A cover page is required. (Please include a word count on the cover page and the group members’ detail.)
a. One to two pages executive summary that outlines the key points in the marketing plan.
b. A concise introduction of the organisation – its background and other relevant information.
c. A thorough and insightful macro-environmental analysis which includes important factors that are relevant to the new product/service and its industry.
d. A solid description of the new product’s target market (with justifications) and positioning.
e. A clear and consistent marketing mix strategy for the company’s new product/service targeting its specific segment should be developed.
f. A conclusion of the marketing plan should be included.
g. References.
h. Appendix.
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