1. Introduction

The introduction should describe the chosen company very clearly, summarising or paraphrasing to show understanding. This section should be accurate and up to date as of 2022. The key attributes of the innovative product/service must be introduced here.

2. Internal 

This section is all about the marketing elements related to the current situation internally and with direct competitors as well as existing customers over which the company exerts some control or influence. It presents and describes research from relevant, up-to-date, and credible sources on customers and competitors and builds on research on the chosen company. Competitors’ Strengths and Weaknesses are to be presented. Customers’ Social and other media feedback on the company is described and analyzed.

3. External

This section presents and describes research from relevant, up-to-date, and credible sources on all parts of the external environment or matters over which the company has no direct control, in the form of a PESTEL Analysis. These findings are to be applied to the innovative product/service in question. Opportunities and Threats that come from the research need to be explored.