Brief statement of goals and recommendations based on hard data.

1. Executive Summary
   Brief statement of goals and recommendations based on hard data.
2. Current Marketing Situation
   • Market Situation: Data on target market, size and growth for past years and each segment. Data on customer needs, perceptions, and buying behavior trends.
   • Product Situation: Sales, prices, contribution margins and net profits for each major product line in the past several years.
   • Competitive Situation: Major competitors described in terms of their size, goals, market share, product quality, marketing strategies.
   • Distribution Situation: Information on size and importance of each distribution channel.
   • Macro-environment Situation: Describes broad macro-environment trends – demographic, economic, technological, political/legal, socio/cultural, that bear on a product’s future.
3. Opportunity and Issue Analysis
   • SWOT analysis
   • Opportunities and Threats analysis
   • Strengths and Weaknesses analysis
   • Issue analysis: Use SWOT to define the main issues plan must address
4. Objectives?Defines the plan’s financial and marketing goals in terms of sales volume, market share and profit.
5. Marketing Strategy (game plan)?Broad marketing approach that will be used to achieve goals.
   -> how much do we retain from who we are initially in order to adapt to this new market?
   • Target market
   (Targeting the prospects among the total amount of people in the targeted population and then, segmenting in order to reveal our accessible target markets.)
   • Positioning (5ps)
   • Product Line
   • Price
   • Distribution Outlets
   • Sales Promotions/ advertising
   • Sales Force
   => Viable options vs Non viable options; reasons
6. Action Programs?Special marketing programs and services designed to achieve objectives and add value, i.e., converting prospects into customers

—Conclusion: Summary + Futur steps for a real case pursuit—

1. Realistic Projected P&L
2. Efficient Monitoring strategy?
3. Executive Summary
4. Current Marketing Situation
5. Opportunity and Issue Analysis
6. Objectives
7. Marketing Strategy
8. Action Programs
9. Conclusion