In her report, the author Michelle B. Cowley-Cunningham aims to outline the SOSTAC Model, created by PR Smith, and describe how this model can be applied to start-up online businesses. In contrast, she also critiques this plan and details how it should not be applied to start-up online businesses (Cowley-Cunningham, 2016). In her report, the author uses a retro sweets and cakes start-up online business example to demonstrate the SOSTAC Model as outlined below: S - The author sees an opening in the market for selling sweet treats. However, it is essential that a Unique Selling Point (USP) is decided to set her sweet treats apart from the competition. The author settled on bite sized retro sweets and cakes to sell in a one stop shop for both dessert types (Cowley-Cunningham, 2016). O - As an objective, the author aims to satisfy market demand in order to achieve a Return on Investment (ROI). She decides to focus on brand marketing, packaging and communicati...
A postgraduate student's perspective on all topics encompassing marketing.