Rosewood
Submitted by: Submitted by hibabazzi
Views: 804
Words: 461
Pages: 2
Category: Business and Industry
Date Submitted: 01/14/2010 11:01 PM
Title page
1. Executive Summary
2. Current Situation - Macroenvironment[5]
o economy
o legal
o government
o technology
o ecological
o sociocultural
o supply chain
3. Current Situation - Market Analysis
o market definition
o market size
o market segmentation
o industry structure and strategic groupings
o Porter 5 forces analysis
o competition and market share
o competitors' strengths and weaknesses
o market trends
4. Current Situation - Consumer Analysis [6]
o nature of the buying decision
o participants
o demographics
o psychographics
o buyer motivation and expectations
o loyalty segments
5. Current Situation - Internal
o company resources
▪ financial
▪ people
▪ time
▪ skills
o objectives
▪ mission statement and vision statement
▪ corporate objectives
▪ financial objective
▪ marketing objectives
▪ long term objectives
▪ description of the basic business philosophy
o corporate culture
6. Summary of Situation Analysis
o external threats
o external opportunities
o internal strengths
o internal weaknesses
o Critical success factors in the industry
o our sustainable competitive advantage
7. Marketing research
o information requirements
o research methodology
o research results
8. Marketing Strategy - Product[7]
o product mix
o product strengths and weaknesses
▪ perceptual mapping
o product life cycle management and new product development
o Brand name, brand image, and brand equity
o the...
