Briefing 2

MKTG6002 Assignment 2

Marketing Strategy Plan

Suggested Word Count per Section

The maximum word count for this assignment is 3,000 words. It is suggested that you allocate words to each section, along the following lines:

Cover Page (not included in word count)
Table of Contents (not included in head count) Introduction (100 words)
Background (200 words)
Segmentation Analysis (300 words)
Segmentation Attractiveness Assessment (300 words) Target Market Choice (200 words)
Positioning Choices (200 words)
Recommended Positioning (100 words)
Marketing Strategy Alternatives (400 words) Marketing Strategy Choice (300 words)
Overview of Recommended Strategy (200 words) Product Decisions (150 words)
Pricing Decisions (150 words)
Distribution Decisions (150 words)
Communications Decisions (150 words)
Prospects & Challenges (100 words)
Bibliography (not included in the word count)