LENGTH: A minimum 10 single-spaced “main-text” pages (12 fonts; one-inch margins).
 SECTIONS: Write the following sections in order.
1. Cover page: Include the title of the project and your name.
2. Pros and cons of the existing product(s): Select any one product category or a specific brand which
you want to work on (but no adult-only products are allowed), then tabulate and discuss pros and
cons of it based on the consumer reviews you can find from Internet consumer review sites.
3. Environmental trends: Tabulate and discuss the positive environmental trends which affect the
product category or brand based on newspaper/magazine articles and industry analysis reports. Do
the same for the negative environmental trends.
4. Industry analysis: Discuss the details of the industry where the product you have selected belongs.
5. My new product: Based on the existing product and environmental analyses, suggest a new product
of your own (if possible, think of a highly innovative or new-to-the-world one) with detailed product
features and description.
6. Market segmentation (Collect data: n > 30): Segment the market of the new product and discuss the
details of each segment.
7. Core target market: Select and discuss your target market based on the segmentation above.
8. Brand positioning strategy (Collect data: n > 30): Find and discuss the position of your new product
and each of four top rival brands or products and discuss any adjustment of the position. Write a
positioning statement for your product.
9. Distribution strategy: Discuss physical, Internet, and mobile store distributions.
10. Service strategy
11. Pricing strategy
12. Advertising strategy: Include a one-page print ad and media plan (which media to use)
13. Sales promotion strategy
14. Financial forecast (next five years year by year): Forecast the revenues, costs, and profits, and
provide your rationale.
15. References: Follow the AMA style.
 INSTRUCTIONS
o Refer www.mplans.com and www.bplans.com for sample marketing strategy plans.
o Defend each element by rationale, theories, statistics, and facts,