JINNAH UNIVERSITY FOR WOMEN
DEPARTMENT OF COMPUTER SCIENCE & SOFTWARE ENGINEERING
BATCH: BSSE2020
MARKETING (MNG 2101) 
 Market Overview
Target market
Guidance: In one or two sentences, summarise the key statistics for your target market. This may include
the size and growth potential of your market, as well as key demographics such as age, gender, income
level etc.
Customer profile (Target Audience Profile)
Guidance: What’s the profile of an ideal customer for your business? In one or two sentences, clearly
define your ideal customer - their needs, buying patterns and motivations for buying.
Competitor profile
Guidance: What’s the profile of a typical competitor for your business? What marketing mix do they
use? Have you identified any gaps in their marketing strategy?}
Marketing Objectives
Goals/objectives:
Guidance: In one or two sentences, summarise the key marketing objectives for your business. Your
objectives may be financial, with a goal to increase sales, marketing focused to build awareness of your
product or service, or online to build engagement with online customers and business networks.
Marketing Strategy
Your strategy and marketing mix:
Guidance: Use this section to summarise the overall strategy and marketing mix (The 7 P’s) you will use
to position yourself within the market to meet your customers’ needs. Your strategy and marketing mix
should take into account the activities that are relevant for your business. Remember to consider your
digital strategy, which focuses on achieving your online objectives. Whatever your strategy, aim to
differentiate yourself from your competitors to encourage customers to choose your business first.
Vision statement:
Guidance: A Vision statement should describe WHERE you want your business to be in the future. It
should communicate both the PURPOSE and VALUES of your business and answer the question, 'Why
are we here?'
Mission statement:
Guidance: A Mission statement should outline HOW you will get to where you want your business to be
in the future (Your Vision). It should define the PURPOSE and PRIMARY OBJECTIVES of your
business and answer the question, 'What do we do?