Assignment Layout 3

1. Introduction (150 words)

Purpose: Brief introduction of the company and the chosen product.
Content Points:
- Company background.
- Overview of the product.

2. SWOT Analysis and TOWS Matrix (300 words):

Purpose: Analyse the impact of marketing environment factors and develop a SWOT and TOWS
matrix.
Content Points:
- Analysis of their impact on marketing activities.
- SWOT analysis integrated with marketing environment factors.
- Selection and explanation of one TOWS strategy (SO/ST/WO/WT).

3. Target Customer (200 words)

Purpose: Identify and justify the target customer.
Content Points:
- Description of the target customer.
- Justification with research evidence.
- Connection of target customer analysis to the overall marketing plan.

4. Differentiation and Positioning (250 words)

Purpose: Analyze differentiation and positioning strategies.
Content Points:
- Analysis of current differentiation and positioning strategies.
- Supporting evidence from research.
 - Comparison with competitors.
- Inclusion of a positioning map and value proposition.

5. Current Marketing Mix Performance (550 words)

Purpose: Evaluate the performance of two selected Ps of the marketing mix.
Content Points:
- Selection and analysis of two Ps (Product, Price, Place, Promotion).
- Evaluation of current 2P strategies with research evidence.
- Use of visuals/screenshots for support.
- Comparison with competitors.
- Explanation of how the marketing mix integrates with other marketing stages.

6. Marketing Objective (100 words)

Purpose: Set a SMART marketing objective.
Content Points:
- Development of a SMART marketing objective based on TOWS matrix and 2P evaluation.
- Relevance to the given Marketing Context.

7. Marketing Recommendations (2Ps) (450 words)

Purpose: Provide recommendations for achieving the marketing objective using two Ps.
Content Points:
- Recommendations relevant to Marketing Context, Target Customer, and Positioning.
- Use of visuals and case studies for support.

8. References
Purpose: List all research materials used.
Guidelines:
- Use reliable, up-to-date sources from the RMIT library.
- Include English sources and specific Vietnamese references.