Situation Analysis: This section consists of the following three sections.
Market Factors (1.5 page): Present background information of the market and the macroenvironment. Summarize marketing activities (such as 4Ps) in your market and list the three market factors that you think will be most influential in your planning. Describe relevant trends and critical issues in the market.
SWOT Analysis (0.5 pages): You can use a table and bullet points.
Marketing Strategy: This section consists of the following sections.
Market Research (1 page): Aim to better understand what your current and/or potential customers would want from your company by collecting information. You can read articles (from credible sources) on consumers of your chosen company/industry, analyze secondary databases on consumers of your chosen company/industry (if such dabatases are available), adopt field observation (i.e., observing consumers and their behaviors during store visits), or use netnography (i.e., observing and analyzing consumers’ online behavior, comments, and reviews). Specify where (what journals, websites, databases, retail stores, social media sites, etc.) and how you collect data. Specify your sample size if applicable.