A fact sheet can serve to provide a good idea of the situation (viewed using a marketing lens!) facing a firm and enhances a student's ability to analyze a business situation.

Brief firm background, relevant actors

Issues/decision alternatives facing a firm

Events described in the case that you believe are salient and relevant to the situation facing the firm.

Competitive environment/issues facing the firm.

Current marketing strategy (segments in the market, targeted segments, overall positioning of the firm); Any future marketing strategy, if indicated, in the case.

Consumer behavior, trends.

The marketing mix (include both specifics such as product price, retail outlets where product is available, product details, types of promotion being used as well as overall strategies employed for each element of the marketing mix). Specificity is relevant here.

The value proposition(s) of the various products/services. In other words, what are the tangible and intangible bundle of benefits consumers are likely to experience if they purchase the firm's current products? Any future product(s)?

Facts in the case that represent constraints/hurdles for the firm.