Marketing Management
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Marketing Management Assignment
Microsoft Surface Marketing Plan
Name : Felicia Tan Siew Yan
I/C Number : 941118-14-6174
Student ID : UKTB-00007/0113
Programme : UKT Business Degree January Intake
Date : 12 August 2013
Table of Contents
Executive Summary ………………………………………………………………
1.0 Introduction .....................................
2.0 Company Background ................
2.1 The Range of Products .......................................................................................
3.0 Situational Analysis .......................................................................................
3.1 Market Summary .......................................................................................................
3.2 PEST Analysis ...........................................................................................................
3.2.1 Politics ..................................................................................................
3.2.2 Economics ...........................................................................................
3.2.3 Sociocultural..............................................................................
3.2.4 Technology .....................................................................................
3.2.5 Environmental ..................................................................................
3.2.6 Legal ......................................................................................................
3.3 Strengths, Weaknesses, Opportunities and Threats Analysis ..........................
3.3.1 Strengths ........................................................................................
3.3.2 Weaknesses.............................................................................
3.3.3 Opportunities ........................................................................
3.3.4 Threats
Marketing Management Assignment
Microsoft Surface Marketing Plan
Name : Felicia Tan Siew Yan
I/C Number : 941118-14-6174
Student ID : UKTB-00007/0113
Programme : UKT Business Degree January Intake
Date : 12 August 2013
Table of Contents
Executive Summary ………………………………………………………………
1.0 Introduction .....................................
2.0 Company Background ................
2.1 The Range of Products .......................................................................................
3.0 Situational Analysis .......................................................................................
3.1 Market Summary .......................................................................................................
3.2 PEST Analysis ...........................................................................................................
3.2.1 Politics ..................................................................................................
3.2.2 Economics ...........................................................................................
3.2.3 Sociocultural..............................................................................
3.2.4 Technology .....................................................................................
3.2.5 Environmental ..................................................................................
3.2.6 Legal ......................................................................................................
3.3 Strengths, Weaknesses, Opportunities and Threats Analysis ..........................
3.3.1 Strengths ........................................................................................
3.3.2 Weaknesses.............................................................................
3.3.3 Opportunities ........................................................................
3.3.4 Threats