A written report on the design of a marketing strategy and implementation plan for a new or improved product or a service of your choice underpinned by
academic and professional literature. The proposed product must be marketed by an existing, well-known company.

A brief description and rationale for introducing the new or improved product or service that is the focus of your report.

A Critical Analysis of the Market Context

• Key market trends.
• Who are the key competitors and how are they positioned?
• Summarise the current customer attitudes/behaviors in this market.
• Identify the main issues/opportunities you think are relevant including social and/or ethical issues.