Executive Summary

Coca-Cola

1. Start by briefly describing the good or service you're marketing, why your product is needed, and the customers who are likely to buy it. Also describe the company's situation and what you want to accomplish with this marketing plan. Save these answers and be prepared to refine it into two paragraphs later in this project. In the final assignment, your overview will become part of the Executive Summary.
   1. What is the product?
      1. Example: a highly durable mountain bike, a nutritious and tasty snack product, or a scanning service for digitizing fragile photos.
   2. Why is the product needed?
      1. Example: needing a sturdier bike for rocky terrain, needing a snack that's healthy and convenient, or needing a way to save old photographs by scanning them.
   3. Who are the customers for this product?
      1. Example: mountain-biking enthusiasts, parents buying snacks for children, or people who want to digitally preserve fragile family photos.
   4. In a few sentences, explain the company's current situation and the purpose of this marketing plan.
      1. Example: a startup company preparing to launch an innovative new product; a division of a major corporation putting more marketing support behind a particular product; or an international company planning to introduce a product in the United States.