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1、1.TheExecutiveSummary.Ahigh-levelsummaryofthemarketingplanasawhole,andaparadoxonpaper:thisisthelastsectionthatyoushouldwrite,butthefirstsectionthatshouldbeinthefinishedreport.It’sbesttokeeptheExecutiveSummaryasshortandsweetaspossible—justacoupleofsentencestosumeverythingup.Whilewriti
2、ngit,imaginethatyou’regoingtopresentthissummary“elevatorpitch”style.Onceyou’vefinishedit,readitoutloud.Ifittakesyoulongerthantensecondstoreaditall,itprobablyneedstobesimplifiedevenfurther.2.TheChallenge.Thissectionshouldcontainabriefdescriptionoftheproduct(s)and/orproductline(s)thaty
3、ourcompanyoffers.Witheachdescription,includegoalsthatyouwanttosetforeachproductandproductline(salesfigures,strategicandcompany-widegoals,etc.).Keepthenumberandcomplexityofyourgoalsatamaximumofthreeperproduct/productline,andrememberthattheyneedtobeconcise,measurable,andmoderatelyeasyt
4、oachieve.3.SituationAnalysis.Thissectioncontainsasnapshotofyourcompany,yourcustomerbase,andyourmarketatlarge.Itshouldbedividedintosixsubsections:o1.CompanyAnalysis:§LongandShort-TermCompany-widegoals.§Thefocusofyourcompany(shouldfalldirectlyinlinewithyourmissionandvisionstatements).§
5、Analysisofthecultureofyourcompany(isyourcompanyafast-pacedsharktank,oralaid-backping-pongtableenvironment?).§Strengthsofyourcompany.§Weaknessesofyourcompany.§Yourcompany’sestimatedmarketshare.o2.CustomerAnalysis:§Estimatesizeofyourcustomerbase(i.e.howmanypeoplecouldpotentiallypurchas
6、eanyofyourproducts.“Anyone”isnotananswer).§KeyDemographicsofyourcustomerbase(age,socialclass,gender).§Valuedrivers(whataboutyourproductsand/orservicesprovidestruevaluetoyourcustomerbase?).o3.CompetitorAnalysis:§MarketPosition(areyourcompetitorsfullyinvestedinthemarket,ordotheyonlypla
7、yinspecificsegments?Aretheybigorsmall?).§Strengths.§Weaknesses.§Marketshares.o4.Collaborators:–Peopleandcompaniesthatarekeytocontinuingwhatyoudo.§Subsidiaries,jointventures,distributors,suppliers,etc.o5.Climate:—“PEST”Analysis.§Politicalandlegalenvironment(arethereanyspecificregulati
8、onsorlawsgov
