4. TACTICAL PLAN: This section outlines the execution of your recommendation. The tactical plan should include all elements of the marketing mix not covered in the strategic section that may be derived from your recommendation. The tactical plan may involve specific issues such as the actual size and composition of the promotional budget, scheduling, choice of distribution channels, etc. In short, include the essentials of how you would put your plan into action, and what you expect to gain short-run and long-run