1. Client/Employer Name, Your Name, Date of Report

2. 1. Mission 2. Corporate Objectives 3. Marketing Audit 4. Market Overview 5. SWOT analyes 6. Assumptions 7. Marketing Objectives and Strategies 8. Estimate expected results and identify alternative plans and mixes 9. Budget 10. First year detailed implementation program

3.  No more than two pages with high-level results  Bullet point format

4.  Why does the company appear to be in business (aside from profit-making)? Can you infer it from their website?

5.  Discuss the objectives of the company with regard to serving customers. You can use some creative fiction here, if they haven’t appeared to target your segment before.

6.  See if you can infer from their website how they think, broadly speaking, about what they’re doing for your segment right now.

7.  Tell us about:  The segment- the basics on who they are, and any trends you can dig up about where they’re going in their lives in relation to the product categories/experiences you’ve been working on.  Who may be serving them, in addition to your company.

8.  Strengths your company has in delivering what this segment seeks  Weaknesses your company has- do they appear to serve them well? Do they even know what they want?  Opportunities you see- very broadly, rather than specific tactics  Threats – do competitors seem to be doing something better than you are? Or could be?

9.  You’ve drawn some conclusions from the research. This is the place to state them.

10.  Objectives- What do you think the company can reasonably accomplish?  Strategies-  Who should they target?  What should their positioning be (their “value proposition?”)  Core tactics- discuss the most logical, appealing touchpoint options

11.  Make up something reasonable.

12.  No point in trying to answer this right now. Leave blank as a reminder of its necessity.

13.  Map out a basic plan for moving forward with the tactics you discussed.