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Marketing mix of XY company Structure of the marketing project 1. Introduction History and business development Company mission and business focus 2. Target market and target consumers 3. Product policy Assortment, quality Brand, logo, external product features Innovations, services 4. Pricing policy Price strategy and price setting Fundamental price and their comparison with competitors (at the level of either producer or retail) Price discounts 5. Distribution Buyers and their localization Distribution channels and physical distribution Merchandising 6. Communication with customers Advertising Sales promotion Personal selling, e-commerce Public relations 7. SWOT analysis and competitive analysis SWOT analysis (strengths, weaknesses, opportunities, threats) Competitive analysis – what are the main strengths and weaknesses against competitors Who are the main competitors and why? 8. Conclusions and recommendations 9. Enclosure (if it is appropriate) Paper version of the project has to be delivered. Ppt presentation for class presentation is needed, too.