Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Create a new product for Kellogg's company that could be an extension of an existing brand(family branding) or totally new branded product(individual branding)

In order to assist in developing the marketing plan, the report should cover the following sections

1. introduction

2. Business mission statement (Source either from the company or your decision)

3. Marketing environmental analysis

  

  1. External environmental analysis
    1. Macro-environment: PESTLE analysis
    2. Micro-environment: Porter’s Five Forces
  2. Internal environmental analysis: SWOT and TOWS analysis (both in a table format listing a few key points – the SWOT and TOWS tables are not included in the word count)
  3. Optional: BCG Matrix (not included in the word count)

4. Marketing objectives ( develop SMART objectives based on marketing environment analysis)

Based on UK marketing. Please use your own words.

Many thanks

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