Consultant COmpany (Silver Consultant)
Requirements for this first part of the research paper:
1.0 Executive Summary – The Executive Summary appears at the beginning of the paper, but is written last. This introductory section is the hook to grab the reader’s interest. This section should summarize your plan with enough information to convince the reader to keep reading. If you were showing this plan to an investor, this section may be the key to your success.
2.0 Situation Analysis – What critical issues do you face? What forces in the macroenvironment need to be considered? What are the company’s capabilities?
MKTG522 Marketing Plan Guide
2.1 Market Summary – How would you define the market? How big is the market? How fast is the market growing? What are the relevant trends?
2.2 SWOT Analysis – What are the Internal Strengths and Weaknesses, and External Opportunities and Threats?
2.3 Competition – Who are competitors? What are they doing? What is their position in the market? How do they compare?
2.4 Product (Service) Offering – What needs does the product or service fulfill or what problem does it solve? What is the product offering? What are the features, advantages and benefits?
2.5 Keys to Success – What are the most important factors to making your plan successful?
2.6 Critical Issues – How will you get your product or service to the consumer? Will you use distributors, intermediaries, warehouses, retailers, the internet, o
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