APPENDIX C: MARKETING PLAN Overall quality of the report will be assessed in terms of  Principles: how well you apply the concepts, logics, and frameworks of marketing [5 points].  Research and analysis: how thorough your research (secondary and primary data sources) and analysis (exploiting the data and extracting useful insights) are [5 points].  Recommendations: how precise and persuasive your recommendations are [5 points],  Presentation: how clear and concise is your presentation are [5 points]. These same considerations will be used in evaluating individual sections below as well (to the extent each consideration is applicable in a particular section). Executive Summary: Overview of the entire plan including a description of the product or service (Two paragraphs, limit one page). [2.5 points] Table of Contents (one page) PART I (Maximum of four pages) 1. Introduction: What is the product or service? Describe it in detail and explain how it fits into the market [5 points]. 2. Situation Analysis: Identification and analysis of factors that will lead to a SWOT analysis (Strengths-Weaknesses-Opportunities-Threats).  Analysis of external environment: Demographic, cultural, economic, legalpolitical, technological, ecological factors that are likely to affect your product or service. What are the opportunities and threats based on your environmental analysis? [7.5 points]  Analysis of the competition: Describe your competitors, their products, experience, know-how, resources, and strategy. What are their strengths and weaknesses? [7.5 points]  Analysis of the company: Describe your products, experience, know-how, resources, and strategy. What are your strengths and weaknesses? [5 points] PART 2 (Maximum of two pages) Segmentation, Targeting, and Positioning: Describe your target market segment in detail by using demographics, psychographics, geography, life