Part I consists of two major sections: Situation Analysis and Targeting & Positioning. These two sections should accomplish three tasks:
• first, to provide adequate analysis of the internal and external environment of a brand (being a product, media streaming service, store, or social media site);
• second, to identify major problems existing for the brand and your approach to solving the problems; and
• third, to establish marketing communications strategies for your approach, including target market, brand positioning, and communication objectives. These strategies would determine the direction of your marketing communications campaign that you will address in
Part II (e.g., what the key messages are, which media (traditional vs. non-traditional) to use to target the market).

Section 1: Situation Analysis (2-4 pages)
Analyze both the external and internal environment of the brand. Address the following questions in your paper:
1. What are the economic, cultural, technological, social, and/or political trends you should consider in planning the new campaign? Note: Not all trends will be equally useful for your case. Use your judgment on what to discuss.
2. What’s the current brand positioning?
3. What’s the current advertising and promotion strategy?
● College MBA fairs, pamphlets, flyers
4. Who are the key competitors? What are the messages (e.g., slogan) they use to promote their brands?
5. What is the major marketing communication problem existing for the brand? This is the most important because the remainder of the planbook centers around solving the defined problem. And briefly discuss your approach to the problem (e.g., implementing an IMC campaign).