. Introduction 

Give a brief background to your brand, highlighting any initial insights and directions for the plan. (Why you are writing the report and what it will contain)

2. Internal analysis

Define internal analysis and describe why an internal analysis is important. Identify the main elements of an internal analysis. (Theory).

Examine the current internal marketing environment, highlighting the most influential factors. (Application). 

oAmong the factors and analysis identified in your research as important, ensure to also include a comprehensive assessment of the current marketing positioning, targeting and marketing mix.

3. External Microenvironmental analysis

Define the microenvironment and describe why a microenvironmental analysis is important. Identify the main elements of a microenvironmental analysis. (Theory).

Examine the current microenvironment environment, highlighting the most influential factors. (Application). 

oAmong the factors and analysis identified in your research as important, ensure to also include a comprehensive assessment of current close competitor marketing positioning, targeting and marketing mix.

4. External Macroenvironmental analysis 

Define the macroenvironment and describe why a macroenvironmental analysis is important. Identify the main elements of a macroenvironmental analysis. (Theory).

Examine the current macroenvironment environment, highlighting the most influential factors. (Application). 

oAmong the factors and analysis identified in your research as important, a comprehensive PESTLE analysis is recommended.

5. SWOT Analysis

Define a SWOT analysis and describe why a SWOT analysis is important. Identify the main elements of a SWOT analysis. (Theory).

Examine the results of internal and external analysis, highlighting and justifying the most influential strategic influences/priorities. (Application). 

6. Conclusion

Highlight the main marketing problem/opportunity to focus on in the development of the marketing strategy. 

Identify (in less than 100 words) an indicative response/direction to consider in the marketing strategy.

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