Loohoo, a newly established brick-and-mortar shop, is seeking to expand its operations into the e-commerce space. The company requires a comprehensive marketing plan to effectively navigate this transition and reach a broader customer base. The project involves conducting thorough research to understand the external business environment, identifying potential customer segments, and developing a strategic marketing mix. The goal is to create a marketing plan that aligns Loohoo's offerings with customer needs, optimizes pricing strategies, product life cycles, and selects appropriate communication channels. This project provides learners with the opportunity to apply marketing theories and concepts learned in the classroom to a real-world scenario, enhancing their analytical and strategic planning skills.

The project will result in three key deliverables:

1. A situation analysis report that examines the external business environment for Loohoo's operations.

2. A segmentation, targeting, and positioning analysis to identify attractive customer groups and market perceptions.

3. A comprehensive marketing mix plan, including product alignment, pricing recommendations, communication channels, and promotional strategies. These deliverables will culminate in a strategic marketing plan with actionable implementation recommendations.