ASSIGNMENT: 
You are responsible for developing a new product (or service)-the target market and the product area are entirely at your discretion. However, experience from previous years strongly suggests that you are the product development team at a well-known company, e.g. Coca Cola or Coles or Cadbury (restrict this to a company that is operating in the same country as you are studying this course). You are to employ the analytical techniques from the course to, for example: 

1. Identify the opportunity 
2. Analyse the market, possible customers, competitors, market size and other relevant issues 
3. Set objectives and strategies 
4. Develop three year forecasts 
5. Compile the marketing mix 
6. Outline how the product's performance will be measured. 

You required to produce a business report (two parts) covering the above items (and others that you think are appropriate) along with a set of recommendations for the launch and management of the product's marketing over the first three years.The splitting of the report will allow the lecturer to provide further feedback and guidance, over and above what will be provided during tutorials. 

Components Comments 
Part A 
 Introduction 

The new product concept 
Situational Analysis

Background, purpose and format 

Description of the product, what need is being fulfilled, likely target market(s), etc. 

PESTEL analysis 
What existing products fulfil the need/or what gap exists 
Competitor analysis 
Market size and growth prospects