NatureCare Products

Marketing Plan Briefing Report

Introduction
Include an introduction to the briefing report to explain its purpose.

Market overview
Discuss trends and development in the cosmetics industry and competitors. potential new and
emerging markets, competitors and any other relevant factors.

Current customer profile

Describe current target group.

SWOT analysis
Outline each of the business’ Strengths, Weaknesses, Opportunities and Threats in the table below.
Strengths Weaknesses

Opportunities Threats

PESTLE Analysis
Identify relevant PESTLE components and explain the business impact.

Marketing opportunities
Discuss at least three marketing opportunities for the company based on the SWOT and PESTLE
analysis.
Include an evaluation of each of the three options, including a review of any possible risks for the
marketing opportunity identified and likely returns in regard to revenue and/or profit.

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Marketing strategies
Identify and report on marketing strategies that could be used. The marketing strategies you develop
must:
 Address the four p’s of the marketing mix in accordance with the organisation’s marketing
objectives, including desired positioning.
 Align with organisational strengths as per the case study information
 Be relevant to the marketing opportunities you have identified
 Be consistent with NatureCare’s ability to implement such marketing strategies given the
information provided in the case study.
 Consistent with existing staff resources and budget.

Marketing tactics
Identify and report on marketing tactics for each of the identified strategies including:
 An explanation of marketing tactics and rationale for such.
 Timing of the marketing strategies, staff roles and responsibilities and costs involved.
 Recommended coordination and monitoring mechanisms that will be used to ensure that the
marketing tactics are implemented as required and according to timelines.
 How the proposed marketing tactics are achievable within the available budget and staff.

Marketing performance
Identify and report on how marketing performance will be measured against marketing objectives,
including a description of the marketing metrics that can be used and rationale for this specific
approach to reviewing marketing performance.

Strategies to increase organizational expertise or resources to address gaps in currently

capability and marketing objectives
Develop and report on strategies that can assist in increasing organizational expertise or resources to
address gaps in currently capability and marketing objectives as per the case study information
provided.