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Contents
INTRODUCTION ............................................................................................................. 2

BACKGROUND ABOUT CENTER FOR INTERNATIONAL EDUCATION (CIE) ............ 3

THE REPORT ................................................................................................................. 4

Marketing mix............................................................................................................... 4

Definition ................................................................................................................... 4

CIE and FPT apply the marketing mix ...................................................................... 6

Importance of marketing mix .................................................................................... 9

A marketing plan to meet CIE’s marketing goals and objectives................................ 10

Executive Summary ................................................................................................ 10

Company Overview ................................................................................................ 10

Current marketing situation analysis ....................................................................... 11

Marketing objectives ............................................................................................... 19

Marketing strategy .................................................................................................. 19

Marketing segmentation, targeting and positioning (STP) ...................................... 20

Marketing Tactics & Action ..................................................................................... 22

Marketing Budget.................................................................................................... 23

Marketing Control ................................................................................................... 23

CONCLUSION .............................................................................................................. 24

REFERENCES .............................................................................................................. 25
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INTRODUCTION
Todays, economic integration, investment environment and production increasingly fierce
competition. Every company and organization needs to have a position in the market
(Saga, 2016). Therefore, it is indispensable for the marketing department who are
capable of making an anonymous product that is remembered and trusted by customers.
Each aspect of business builds upon marketing. Marketing is a significant role player in
the performance of business. It is the entire activity of businesses that identifies the
dissatisfied needs of consumers, finding products and services that businesses can
produce, finding ways to distribute them to convenient locations with the most appropriate
price and time for consumers. (Hoatt, 2018)

The goal of this report is researching the competition and producing a marketing plan
based on the findings. This assignment has two parts:

Part A: Comparing how Center for International Education and other chosen organization
use the different elements of the 7Ps marketing mix. This will be submitted as a summary
document for the marketing team.

Part B: Producing a marketing plan to meet marketing goals and objectives. The
marketing plan should include all elements of the 7Ps marketing mix, with an action plan
and measures for monitoring and evaluating progress and meeting of goals and
objectives.
 Page |3

BACKGROUND ABOUT CENTER FOR INTERNATIONAL

EDUCATION (CIE)
Center for International Education – Da Nang University of Economics is place which
provide of high quality international training programs with a 100% English training
program, highly practical content and modern learning methods. It helps learners to
access world-class educational programs, as well as equips them with the skills they need
to enter the challenging business environment. Thanks to the joint training programs
between CIE and foreign universities such as the University of Sunderland (United
Kingdom) and Keuka University (USA), students are always created a dynamic learning
environment, comfortable and confident to develop themselves in a comprehensive way.
(CIE, 2018)
 Page |4

THE REPORT
Marketing mix
Definition
Marketing mix is a part of a marketing plan. It is a strategy which a company uses to
promote its brand or product in the market. It mixes 7 different elements to give a suitable
offer for customers with the main objective is making the right product at correct price at
the right place with right promotion (Kenton, 2018). Marketing mix is the arrangement of
marketing's elements to suit the actual business situation of each business with the aim
is to solidify the position of the business in the market. These 7 elements, also called the
7Ps, are include product, price, place, promotion, physical evidence, people and process.
 Page |5

- Product: It can be either a tangible good or an intangible service that fulfills a need
or want of consumers. (Jargon, 2018) The main objective of product is to satisfy
the customers.
- Price: Price is described as the amount which a customer pays to get the desired
product or service (Martin, 2014). It reflects what consumers are willing to pay for
it. It is also considered costs to the seller; benefits to the buyer.
- Place: Place of distribution refers to where the product will be sold, the point of
sale. (Kenton, 2018) Place involves all the activities involved in making the product
available to the target customers. It includes distribution channels, intermediaries
etc. It also includes the location where the product is available.
- Promotion: Promotion is the advertisement of the product and services to the
customers to inform the advantage of the products and services by means of
physical and media. It used to promote the product (Jitendra, 2017). It attracts
customers' attention and incites them to buy it. Promotional activity includes
advertising, sales promotion, personal selling, and public relations (PR).
- People: People refer to all the humans that are associated with the product. It can
involve the employees, leaders, suppliers, distributors, sales staff, customers etc.
(Tracy, 2004)
- Process: Process involves all activities that are conducted in order to reach to the
customers. This tool mainly determines the flow of the activities that takes place
from manufacturing to the delivery of the product. (Tracy, 2004)
- Physical evidence: Physical evidence is the material part associated with the
product. It is the evidence of the presence and existence of the product in the
market (Lake, 2018). The associated material can be logos, signs, packaging of
the product that makes the customers rely on them.
 Page |6

CIE and FPT apply the marketing mix

CIE FPT
Product CIE provides high quality international FPT Greenwich's core product is a joint
training programs, helping learners program between Greenwich University
access advanced educational programs (UK) and FPT Education Organization.
around the world and equipping learners FPT Greenwich also offers OJT
with the necessary skills to enter a program (On the job training), which is
challenging business environment. a special internship program at
CIE training programs include: Greenwich University (Vietnam) for final
• British National College (BTEC) year students.
• Bachelor of Sunderland University (UK) In the process of studying at the school,
• Bachelor of Business Administration students of FPT Greenwich University
TOWSON University (USA) have the opportunity to experience
• Master of Public Relations (UK) learning environment in other countries
• Master of Communication Management through student exchange programs,
(UK) internships and seminars such as:
• English for Academic Purposes (TEG • English learning program in
International School, Singapore) Philippines, Malaysia, Singapore, etc.
CIE's core program is an international • Study a specialized course at
associate training program with two Greenwich University - UK.
universities: University of Sunderland • Experience indigenous life and cultural
and University of Stirling (UK). (CIE, exchanges in countries.
trungtamdaotaoquocte, 2018) (FPTGreenwich, 2018)
Price As a programs associated with foreign Studying at FPT Greenwich University,
universities, CIE's tuition is also higher the cost of studying is only one tenth of
than normal tuition. Tuition price table studying in the UK to get a Bachelor's
will be mentioned in Appendix 1. It degree from Greenwich University.
applies different prices at different school The official fee schedule of FPT
years. Tuition fees may change from Greenwich University will be mentioned
year to year and change according in Appendix 2.
 Page |7

exchange rates at the time of

conversion.
Place CIE is located in 3 regions of Vietnam: As well as CIE, FPT Greenwich
the North is Ho Chi Minh, the central is University is also built in 3 big cities: Ho
Da Nang and the south is Hanoi. With a Chi Minh, Da Nang and Hanoi, which
favorable position in 3 big cities of attracts many students to study.
Vietnam, CIE has become popular and is Moreover, FPT Greenwich University
sought by many students. also has a branch in Can Tho. (FPT,
2018)
Promotion CIE promotes by sponsoring and As same as CIE, FPT Greenwich
creating events. Each year, CIE University also promotes its brand
sponsors festivals, events as well as through social networks and uses
competitions for high schools in Da Nang banners. They also sponsor Da Nang's
as scholarships for winners. Advertising high school competitions.
is also promotion tool adopted by CIE.
CIE focuses on promoting brands
through social networks such as
Facebook by organizing mini-games and
posting some introducing articles about
CIE. They also use banners to advertise
around Da Nang.
People The main objective of the company is In general, people are involved in
increasing the number of students supporting FPT Greenwich University to
enrolled in the Center and popular level achieve their marketing goals that are
in education industry. The most considered the most important people
important people that are associated to such as teachers, staff, students, etc.
achieve the objectives are the Board of
Directors, teachers, staff of the Center
and intermediaries that support CIE to
reach masses as well as students.
 Page |8

Process The first request for students who want As same as CIE, yhe first request for
to study at CIE is graduate from high FPT Greenwich's students is graduate
school. In the first year at university, from high school. The training course of
students will learn basic English FPT Greenwich consists of 4 stages.
programs with 4 levels corresponding to The first stage is English preparatory.
IELTS 6.0. For students who have Students will be given an English
English certificate IELTS 6.0 or above or proficiency test upon entry, which is
equivalent, they will be allowed to go graded according to the results
straight to the specialized stage. In the achieved. For students with IELTS 6.0
2nd and 3rd years, students will study or above or equivalent, they will be
specialized subjects. In the final year, allowed to go directly to the specialized
depending on the decision of each stage. The second stage is the
student, they will be transferred to the specialized period. Students will study
University of Sunderland or continue to specialized subjects at this stage. The
study in Vietnam. When receiving a third stage is OJT. OJT (On the job
diploma, whether studying at the training) is a special internship program
University of Sunderland or in Vietnam, of FPT Greenwich University with the
students will receive a diploma from the aim of equipping students with practical
principal of the University of Sunderland. knowledge, skills and experience
CIE's curriculum is provided by applied to future jobs. Finally, the fourth
University of Sunderland and the stage is the intensive phase. Students
educational level of students are also will receive more in-depth instruction in
assessed by faculty of the University of their major. (FPT, 2018)
Sunderland. (CIE,
Trungtamdaotaoquocte, 2018)
Physical CIE does not make use of the power of The physical evidence associated with
evidence physical evidence to attract students. the logo of the university.
The physical evidence of CIE involves
the logo of the organization.
 Page |9

Importance of marketing mix

Marketing mix is one of the most important marketing strategy used by companies. It is
one of the first steps in the strategy. Marketing mix almost decides to 70% of the success
of the strategy. It affects consumers' buying decisions. All elements of the marketing mix
influence each other. If businesses set up business plans and apply marketing mix
properly, they can bring great success to businesses. But if applied incorrectly,
businesses can take years to recover. The marketing mix needs a lot of understanding,
market research and consultation with several people, from users to trade to
manufacturing and several others (Martin, cleverism, 2014). Marketing mix along with
other marketing techniques such as segmentation, targeting, positioning, planning,
research can lead to a successful marketing proposition. (Zutshi, 2018)
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A marketing plan to meet CIE’s marketing goals and objectives

Executive Summary
Executive summary is a brief overview of the entire plan. It introduces organization or
business and highlights the main points of marketing plan.

A summary of the marketing plan for CIE will be mentioned in Appendix 3.

Company Overview
The organization that is being discussed in this article for development of a marketing
plan is CIE. Center for International Education – Da Nang University of Economics is
place which provide of high quality international training programs with a 100% English
training program, it helps learners to approach advanced and modern educational
programs in the world. In the 2000s, realizing the need to study abroad of Vietnamese
students, Da Nang University of Economics went to prestigious universities of other
countries to learn and study the training model as well as discuss about cooperation
opportunities. In 2005, thanks to the first cooperation agreement with Towson University
(USA), CIE had a premise to be established. In the following years, CIE continues
succeed in expanding cooperation with the University of Sunderland (UK) and the
University of Stirling (UK). CIE was officially established in 2006 with the name of Center
for International Education – Da Nang University of Economics. In 2008, CIE officially
established the directorate of the Center, including masters and doctors who trained in
advanced education around the world and the enthusiastic staff. With the mission of
becoming a place which provide high quality international training programs and helping
learners approach advanced educational programs around the world, CIE is committed
that bringing for students a modern and friendly learning environment, domestic and
foreign lecturers with high professional qualifications. CIE will always be devoted and
whole-hearted to students.

(CIE, Trungtamdaotaoquocte, 2018)

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Current marketing situation analysis

PESTEL Analysis
Definition

PESTLE analysis is an analytical tool used by entrepreneurs to analyze the macro-

environmental factors, considers external influences that have an impact on an
organization. (Michael, 2009)

PESTLE denotes P for Political, E for Economic, S for Social, T for Technological, L for
Legal and E for Environmental

CIE apply PESTEL Analysis

According to the macro environment, various factors are there like political, economic,
social, technology, environmental and legal, which affects CIE in its marketing.

Political The government creates difficulties that the school cannot eliminate
in the curriculum such as forcing students to take a month-long
military course.
Curriculum with short times. In order to be able to impart sufficient
knowledge to students without having to spend a lot of time, the
lecturers or professors have to prepare the syllabus before class
and plan the reasonably teaching for the student to understand in
short time.
Self-managing. Even though located in the campus of Da Nang
University of Economics and also a teaching unit of the university,
CIE still manages its own activities without relying on its superiors.
Have the skills necessary to become a lecturer. CIE lecturers must
be good at English and have good teaching skills. They must also
be appreciated by the University of Sunderland in the UK.
Economical Investing from saving. With savings, CIE organizes annual activities
on holidays such as Mid-Autumn, Halloween or Christmas for
Center's students to create a healthy and enjoyable playground. It
 P a g e | 12

help students relax after stressful school days as well as access to

foreign cultures.
Raising funds for extracurricular activities. Thanks to the
sponsorship of many parents and students, CIE has organized
extracurricular activities and competitions to help students
exchange and create relationships with each other, build skills
necessary. It also helps students develop in all aspects.
The cost of providing resources such as staff and lecturers, books,
facilities, etc. CIE owns the professional foreign lecturers who have
the most teaching qualifications. They also provide students with
specialized books and reference materials to support their studies.
In addition, the center is equipped with modern facilities to support
teaching and a strong internet connection.
Socio-Cultural Social Networking: CIE created its own website, used Facebook to
advertise and contact with customers.
Demographics. CIE enrolls students from all over Vietnam with the
age from 18 to 25, who have graduated from high school. Besides,
there are many students from other countries or exchanged
students from schools in the same system of education center study
at the center.
Supporting for students with special needs. CIE offers an English
test equivalent to the IELTS test for students want to study in the
majors without having to take an English course.
The ability to attract employees: There are many teachers want to
have opportunity to work in CIE.
CIE provides English for students as a second language.
Combining with high schools and local community. CIE organizes
events at high schools such as information days, admission
counseling, and outdoor activities such as environmental advocacy
to promote its brand.
 P a g e | 13

Technological CIE is very careful in keeping the image of the center with the
society. The Center does not make any errors in promoting its
business activities. They usually keep up to date on its activities on
their website and Facebook.
Using eBooks: Besides using books, CIE encourages students to
use laptops to assist in finding information and learning easier.
Legal Health & safety legislation: The Center recommends students to
take out annual insurance to prevent accidents.
Depending on opening hours, weather or traffic of Da Nang
University of Economics, CIE establish time table with comfort and
convenience for students.
Environmental Green space: Da Nang University of Economics designs a clean,
cool, airy campus with green trees arranged around the university
and on the way to create a comfortable environment for students.
Waste disposal. Da Nang University of Economics is one of the best
universities in Da Nang which has good and modern waste
treatment system.
Da Nang University of Economics has an easy location for traffic
accidents which resulting in insecurity for the movement of
students. There are many traffic accidents such as car crash when
students leave the university.
 P a g e | 14

Porter’s 5 forces
Definition

Porter’s five forces model is an analysis tool that uses five industry forces to determine
the intensity of competition in an industry and its profitability level (Jurevicius, 2013).
Porter’s Five Forces analysis is a framework that helps analyzing the level of competition
in an industry. It identifies and analyzes five competitive forces that shape every industry.
It also helps determine an industry's weaknesses and strengths to search for profitability
and attractiveness.

The main purpose of Porters Five Forces is to find a position in an industry where a
company can defend itself against competitive forces or it can influence them in its favour.
(Martin, 2018)

Below is Porter’s five forces model.

 P a g e | 15

CIE apply Porter’s 5 forces

The threat of new entrants in the Center for International Education can be considered as
low to medium. They must takes quite some investments to start a Center such as the
high cost of establishing a system within the industry, expenses must be large enough for
the needs of advertising, research and development and takes a long time to build up
their brand. With more than 10 years of experience in the field of international cooperation
in undergraduate and postgraduate training, the Center for International Education -
University of Economics, Da Nang University has affirmed its prestige and brand name in
Da Nang city and the Central provinces – Highlands (Tân, 2015). It can be said that CIE
has built up a large experience base over the years and a new entrant has not had such
experience, thus creating a competitive disadvantage right from the start.

The bargaining power of suppliers is a relatively high force for the Center. With a mission
to provide high quality international training programs, help students access advanced
education programs in the world, the Center for International Education - University of
Economics, Da Nang University is dependent on cooperation agreements with foreign
universities such as the University of Sunderland (UK), the University of Stirling (UK) and
the University of Towson (Maryland, USA). Foreign universities are considered as
providers of Center by providing high quality training, curriculum and learning for their
students.

The bargaining power of buyers in CIE can be considered as medium to high. Since CIE's
curriculum is an affiliate program with foreign universities, tuition is somewhat higher than
regular tuition. Therefore, in order to retain students, CIE should probably reduce the
tuition fees.

When talking about CIE, the needs of customers, or called students, are access to
advanced and modern education programs in the world. There are many alternatives to
the needs of students. Depending on the financial condition, students can study abroad.
Especially today, the proportion of people studying abroad is very high. Thus, the threat
of substitutes in CIE can be considered at least medium to high.
 P a g e | 16

Other universities in Da Nang with years of experience such as Duy Tan University and
FPT University are considered as alternatives compared to the Center for International
Education - Da Nang University of Economics. Students can easily find out all the
information about the affiliate program such as fees, teaching and learning programs,
learning environment, etc at other universities on the website of each university. Due to
the emergence of competitors, the number of students registering each year of the Center
is unstable. Therefore, each year, the Center organizes marketing activities to attract as
well as introduce and answer questions about the curriculum and learning for final-year
high school students. Tt can be said that rivalry among existing competitors in CIE is high.
 P a g e | 17

SWOT Analysis
Definition

Micro environment includes both external and internal factors which use SWOT analysis
as a useful tool to understand the strengths, weaknesses as well as opportunities and
threats of a project or a business organization. (Phuong, 2014)

SWOT is derived from 4 acronyms: S-Strengths, W-Weaknesses, O-Opportunities and

T-Threats.

CIE apply SWOT Analysis

Strengths: Opportunities:
• As one of the top 5 best universities in • The trend of globalization and
Vietnam, Da Nang University of international economic integration are
Economics has proved its teaching quality increasing: It is beneficial for the
to the whole country. (Ha, 2018) development, creating co-operative
• CIE is the first place in Da Nang which relationships and promoting brand with
offer high quality international training other countries.
programs, helping learners access • Thanks to the need to access education
advanced education programs around the programs around the world of students,
world with rewarding extracurricular linking with foreign universities can help
activities. CIE become more popular in other
• It offers 6 training programs linked to 3 countries and have more opportunities to
prestigious universities, the University of cooperate.
Sunderland (UK), the University of Stirling • Political, legal and social environment is
(UK) and Towson University (USA). stable and safe: CIE is licensed by the
• With over 10 years of experience, CIE – Vietnamese government to operate
Da Nang University of Economics has legally. (Sheraton, 2012)
made it the place students choose to
study.
 P a g e | 18

• This organization is operating 3 centers

in 3 big cities of Vietnam, HCM, Da Nang
and Hanoi.
• The directorate of the Center are
masters and PhDs trained in advanced
education in the world and highly
motivated and enthusiastic staff. (CIE,
trungtamdaotaoquocte, 2018)
Weaknesses: Threats:
• As a programs associated with foreign • The major threat which is faced by CIE
universities, CIE's tuition is also higher includes the threat of rivalry from domestic
than normal tuition. It applies different universities which are also implementing
prices at different school years. (CIE, associated programs with foreign
trungtamdaotaoquocte, 2018) universities such as FPT University, Duy
• Competing with many universities of the Tan University, etc.
same level such as FPT Greenwich
University, Duy Tan University, etc.
 P a g e | 19

Marketing objectives
By analyzing the internal and external marketing situations, CIE has developed their
objectives.

- CIE strives to grow as well as reach out to international countries, expanding

opportunities for cooperation with prestigious universities in other countries,
increasing brand image and becoming one of the leading international training
centers in Vietnam. Increasing brand image will increase student’s loyalty to CIE.
- Providing students who wish to study abroad an international learning environment
in Da Nang as well as Vietnam with advanced and modern education programs in
the world along with appropriate tuition. Increasing the number of students enrolled
in the Center.

Marketing strategy
Researching on market segments and competitors thoroughly helps CIE identify the main
competitors of the market. Approaching to competitors' curricula helps CIE recognize and
maintain their strengths and overcome their weaknesses. To increase students, it is
required for CIE to enlarge their reach. Stronger distribution channel will approach
products in remote areas as well as nationwide. Creative and attractive advertising helps
CIE compete with rivals and attract students. Moreover, it will create a positive impact on
the minds of students. Targeting is prestigious universities in other countries which helps
CIE to expand and develop their brand to the world, access to advanced and modern
education programs.
 P a g e | 20

Marketing segmentation, targeting and positioning (STP)

Segmentation
Market segmentation is a marketing terminology, it is simply understood that dividing the
market into multiple segments which are different groups of customers who have different
needs or reactions, then choose the part that marketer can best serve, exploit and
respond. (Dung, 2008)

There are different criteria of segmentation such as behavioural, geographic,

demographic, psychographic segmentation.

The important thing for CIE is increasing the number of students enrolling as well as
increasing future development. CIE is using 2 market segments, namely demographic
and psychographic segmentation. The demographic segmentation is one of the simplest
and most widely used market segments. It also has its own variables such as age, gender,
 P a g e | 21

family size, income, occupation, religion, race and nationality (Bhasin, 2018). CIE applies
the demographic segment as follows:

Age: 18 years or older

Income: High. Because CIE's tuition is higher than normal tuition.

Psychographic segmentation refers to personality and emotions based on behavior,

related to purchase choices, including attitudes, lifestyles, interests, personalities, etc
(Hanlon, 2018). Those who want to study at CIE have a preference for English and wish
to study in an international environment.

Differentiated marketing of CIE are BTEG, TOP – UP, MBA.

Targeting
Target market is a market or segment selected for special attention by an organization.
Target market is part of the market which includes all potential customers of the business
and the mission of business is attracting and satisfying customers from that part of the
market. (Mai, 2016)

There are 3 target market policy:

- Undifferentiated marketing: offering the same product to the entire consumer population.

- Concentrated marketing: selecting one market segment, even though the product may
also appeal to others.

- Differentiated marketing: selecting two or more different segments.

After segmenting the market, CIE has to focus on choosing few of the segments that can
be targeted. Targeting is the process choosing a segment that is most profitable. The
target “customers” of CIE are final-year high school students and university students.
 P a g e | 22

Positioning
Positioning is the technique of portraying an image in the minds of target customers with
the differentiated traits from the competitors (Wilkinson, 2013). Creating mental image is
the main feature of positioning strategy.

CIE is trying to position itself as a place which provide high quality international teaching
programs in Da Nang. It is expressed by the number of students enrolled and the
achievements that students have achieved.

Marketing Tactics & Action

CIE applies 7P's mix marketing for its marketing strategy. Content of marketing strategy
will be mentioned in Appendix 5.

Product: CIE products are programs associated with prestigious universities in other
countries such as Sunderland University (UK) and Stirling University (UK). These
academic programs are ready to meet the requirements of students who want to
approach advanced and modern education programs around the world.

Price: Although tuition is a bit high, it deserves and fits CIE's curriculum.

Place: CIE consists of 3 branches in 3 big cities of Vietnam: HCM, Da Nang, Ha Noi,
which many students choose to study. As a result, CIE has a favorable position to
approach students.

Promotion: The promotion process of CIE includes advertising by posting introductions of

CIE via social networks like Facebook, hanging banners around the city area. CIE also
sponsors competitions and events of high schools.

People: Friendly directors, faculty and staff as well as students.

Process: CIE provides an interesting training process of 4 years at CIE. They give
students a modern, friendly learning environment with dedicated faculty and staff for
students.

Physical evidence: Books, pens, T-shirts with CIE logo printed are always gifts to
welcome students of CIE. Students will learn in a modern environment with full facilities.
 P a g e | 23

Marketing Budget
For establishing the marketing strategies the organization should develop their budget
over the plans. Before calculating the budget the organization should make analysis over
internal environment to have better acknowledgement over the financial capabilities of
the organization in order to implement the tactics. (Retzlaff, 2018)

Below is the budget marketing table of CIE in 2018.

2018
Marketing Expenses
(VND)

Social Media Promotion 5,250,000

Website Promotion 7,800,000

Scholarship Campaigns 385,500,000

Outdoor Activities 16,400,000

Total 414,950,000

Marketing Control
Controlling is the process of checking the effectiveness of the marketing plan. It is very
necessary for the marketing team to control every activity taking place in order to improve
or take corrective actions at the right time (Blake, 2018). Controlling can take place in the
marketing plan for monitoring the advancement of the plan that constitutes of the
feedback from the customers, target market sales, budgeting, and share of the market.

Listening and recognizing feedback from students will help CIE become better, overcome
weaknesses and promote strengths. Monitoring, controlling recording all the financial
information would be needed to have better control over the budget. The income and the
expenditure should be monitored.
 P a g e | 24

CONCLUSION
Following the above studies, the report researched the competition and producing a
marketing plan based on the findings. It compared how Center for International Education
and FPT Greenwich University use the different elements of the 7Ps marketing mix. It
also depicted and produced a marketing plan to meet marketing goals and objectives.
The marketing plan should include all elements of the 7Ps marketing mix, with an action
plan and measures for monitoring and evaluating progress and meeting of goals and
objectives.
 P a g e | 25

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