Dear Students, these are the main topics you have to include in your integrated project

development. Everything must be congruent with your strategy. You can develop the points
according to your strategy.

STRATEGY BUSINESS PLAN

Notes:
 Remember to add a presentation page.
 Remember to add references.
 Remember to justify all points.
 Remember that if I’m reading or checking one strategy or tactic. It must be supported by
your strategies.
 You can go further, do not attached to the paper.

Development:

1. Read and analyse your company case.

2. Gather with your group and evaluate your resources, figure out your starting point
(Budget, expenses, 4P’s or marketing mix).

3. Analysis of the situation – Company:

 Name
 Brand(s)
 Resources
 Objectives
 Corporate Values

4. Marketing Environment Analysis: (This data can be expected, taken from sources too)
i. Microenvironment Analysis: Sector, demographic, economic, cultural.
ii. Microenvironment: suppliers, public, competitors.
iii. Market necessities: Behaviours, need, wants and expected demand.

5. Identify and set your target based on your segmentation. (Remember to check the
segmentation class)

1
 6. Design your brand strategy:

 Competitive Strategy.
 Product Strategy. (Concept, branding, product benefits, packing)

 Price Strategy. (Description of the Pricing Strategy chosen for the strategy
planned and justification of the decision)

 Place Strategy. (Channel length and width, justify your decision)

 Communication strategy (Remember to write down the details of

communication/message and the channels)

 Write down how your positioning strategy. (bear in mind your competitive
advantage)

7. Design and write down your business strategy.

8. Write down or attached a excel document with your projections from the year 1 to the
year 4. (Please make it clear and organised)

** Segmentation (Geographic, Demographic, Psychographic, Behavioural).

** Competitive advantage definition and value preposition (of the Company).
** Positioning strategy (of the product/service/brand developed).