MKT600 Marketing Assessment 2 – Confirmed Structure
Executive Summary
Table of Contents
Introduction
Overview of situational analysis finding. (Keep it short. Use appendices if required)
Overall Aim or Objective
Marketing strategy
Segmentation
Overall alternative market segments
Targeting
Potential segments
Target (chosen) segment
Target segment needs
Value proposition
Positioning (relative to competition)
Marketing mix
Product
Price
Place
Promotion
Process (Services)
People (Services)
Physical Evidence (Services)
Budget – indicate the key expense items or categories
Controls – (key measures to track achievement of marketing goals)
Key actions / recommendations
Conclusion
Appendices
References