Once you have chosen your company and your product, your task is as follows:
1. Describe the background of the product and company – aspects to consider, could be the
historical background of the product/company, such as brand, mission and vision.
2. Explain the product details – this includes all aspects of the product, such as features,
technical aspects, benefits to customers, varieties, etc.
3. Analyse the relevant market situation that includes industry analysis, competitors, and
market trends – this includes the micro (company, suppliers, intermediaries, customers,
competitors and publics) and macro (political, economic, social, and technological) analysis.
The other elements to include, could be competitors and other market trends.
4. Analyse the market segmentation of this product – this includes the basis of segmentation
for your product, with a clear section identified.
5. Explain the importance of relationships in this industry – A comprehensive relationship
management analysis should be included to show the importance of relationship in this
industry.
6. Explain the buying behaviour in this industry – your explanation should include the buying
process in this industry and the relevant factors that affect buying behaviour
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