The project should follow a plan format, starting with background information and flowing to the implementation of the change. Your research must be documented and must include

Part 1

The project should follow a plan format, starting with background information and flowing to the implementation of the change. Your research must be documented and must include:

a. Background information on your product / business

b. How does the business currently apply the marketing mix?

Product –

Price –

Promotion –

Place –

People –

Physical Evidence –

Processes –

What legislation does the business currently need to consider?

Identify the key stakeholders for determining new opportunities.

Part 2

a. Identify a marketing opportunity (new market/existing products or new products for existing customers – not an existing one). Apply your creativity to the project.

b. How will this opportunity bring value to the business?

c. Address how your idea fits with the organisation

d. What external factors may be involved?

Political –

Economic –

Social / Cultural –

Technology –

Legal –

Ecology –

Part 3

a. Identify and document changes that would be needed to adapt to the new market

b. Estimate your resource requirements to be able to implement this change

Space –

Cash –

Human Resources –

Equipment –

Materials –

Experts –

Systems –

c. Determine a ROI

d. Identify the stakeholders and show how you will communicate this change to them

e. How would you document and implement this change?

f. How changes to service can improve customer satisfaction?

Strategy –

Objectives – make sure they are SMART

Actions required to achieve the objectives (include stakeholders responsible, timing, budget, and KPIs)

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