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I. Executive summary Il. Study Background a) Brief history of the company b) Mission and Vision c) Product/service offerings Ill. Macro-environmental analysis a) Economic b) Politico-legal c) Socio-cultural d) Demographic e) Technological f) Natural IV. Opportunities and Threats V. Micro-environmental Analysis a) The company b) Suppliers c) Marketing Intermediaries d) Customers e) Competition f) Publics VI. Strengths and Weaknesses VII. The Market a) Market size b) Market needs c) Market trends VIII. Marketing Objectives IX. Marketing strategies A. Product/service strategy 1. Target Market 2. Brand positioning B. Pricing strategy C. Distribution strategy D. Advertising and promotions strategy X. Tactical Implementation XI. Marketing Budget XII. Feedback and Control XIII. Financial projections