If you know what sort of research the company does, write that Also, write what they should be doing and develop recommendations: What sort of information do they need, why and how should they get this information?
Segmentation
Describe the product market
Discuss target market(s)
Positioning Strategy
Describe positioning strategy
Provide a perceptual map
Product Strategy
Product class, Product life-cycle
Are there any new product development requirements?
Specify the core physical good and/or service
Customer Service (have a look at the GAP Model)
Consider service activities, handling of complaints, staff issues (training, empowerment)
Branding Strategy
Pricing strategy
Price Objectives
What is the nature of demand and price sensitivity?
What is the approach to price setting?
Is it fixed or flexible pricing?
Is it value-based or cost-based?
Distribution strategy
Distribution Objectives
What is the degree of market exposure required
Explain the distribution channel (channel members, type/number of wholesalers and retailers, how are marketing functions shared, coordination needed in channel).
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