Create a strategic marketing plan to launch a new product for a company of your choice, into their existing market.

The new product is a mobile phone and the company is Burberry,

1. A brief overview and understanding of the brand’s current core offering, the market and its competitors in that current market
2. An understanding of its current target audience in its core market
3. Porter’s 5-forces analysis of the new product market
4.. Identification of the main competitors in the new product market
5. Evidenced market demand from its current target audience (for the new product)
6. A SWOT analysis of the new product into the current target audience
7. Analysis of data and management information to justify entrance into the new product market
8. Critical analysis of the above elements to form a proposed competitive positioning strategy for the new product; and
9. A proposed marketing mix to launch the new product market
10. Your proposal must include discussion of how success will be measured e.g. balanced scorecard, SMART objectives or other financial metrics.

look to approximately 1,500 words to cover points 1-7 and 1,500 to cover points 8 – 10.