The company description should highlight the history and evolution of the company, as well as provide data about its age, size and geographic scope and operations.

SWOT Analysis

The SWOT analysis is an effective short-hand summary of the situation analysis. The acronym is used to describe an organization’s internal Strengths and Weaknesses and its external Opportunities and Threats. This analysis provides a solid foundation as a springboard to identify subsequent actions in the marketing plan. The SWOT analysis can be effectively presented in a tabular format followed by a text discussion that elaborates on the information in the table.

An analysis to identify internal strengths and weaknesses usually includes the following areas in an organization:

When analyzing:                   Consider:

            Management               experience level, management style, size

            Offerings                      uniqueness, quality, price,

            Marketing                     type and scope of marketing plan

            Personnel                      quality and experience of workforce

            Finance                         sales revenues

            Manufacturing             quality and dependability of suppliers

            R & D                             plans for continual product improvement, R & D budget

An analysis to identify external opportunities and threats usually includes the following factors:

When analyzing these factors:             Consider:

            Consumer/Social                              size and stability of market

            Competitive                                       number and size of competitors

            Technological                                    the effect of technology on any facet of the business

            Economic                                           current and projected economic situation of market

            Legal/Regulatory                              the effect of legal and regulatory factors on any facet of the business

Product description

A product description is a structured format of presenting information about a product which includes its benefits, form, presentation, price, purpose etc. . A good product description should include a detailed description of the product, its special features which differentiate it from other products unique selling points and utility of the product.

Competitor Analysis

An effective analysis of the competition should demonstrate that the company has a realistic understanding of its major competitors and their marketing strategies. As in with the industry analysis, a realistic assessment makes readers feel confident that the marketing actions in the plan are well grounded.

Market Segmentation & Target market

A detailed profile of the targeted customer groups and the segmentation approach/basis used by the company (e.g. geo-demographics, life styles etc.).

Pricing Strategy

Explains the pricing options/tactics being used by the company to attract the customers and create revenue streams.

Promotion Strategy

Promotional mix being used by the company with special reference to current advertising campaigns. A mention of the advertising/media partners is also recommended.

Positioning

A product’s unique points of difference are communicated by way of a positioning strategy. In case of a broad product mix, positioning basis for a few of its brands may be cited to serve as examples.

Marketing Channels/Distribution Mix

Gives the distribution channels being employed by the company to effectively distribute and sell its various market offerings.

Financial Aspect

Cash flow (Simple)

Advertising Budget

Breakeven

Investment required

CONCLUSION AND RECOMMENDATIONS