1. Present a clear overview of your chosen brand/organisation and identify key market segments. 2. Identify and prioritise critical success factors (CSF’s), plus targeted market segments, on the basis of market evidence. 3. Demonstrate an understanding of the individual components of your brand’s existing marketing mix. 4. In light of the key CSF’s and the target markets you have identified offer clear and reasoned justification on future decisions on each of the elements of the marketing mix (7P’s). 5. Present your essay clearly and creatively in the form of a formal business report, referenced using UWE Harvard as appropriate.