1.

Executive summary
2. Background
2.1. Summary of preconditions and assumptions.
2.2 Defined objectives
2.3 Defined budget
2.4 Past performance against plan
2.5 Resource allocation cascade
3. Analysis
3.1. Corporate vision, corporate strategy
3.2. Internal market research
3.3. SWOT analysis
3.4. External market research
3.4.1. Demography
3.4.2 Target market and target customer
3.4.3 Customer segmentation
3.4.4. Reasons for diversion of referrals to other providers
3.4.5. External market competition
3.4.6. Risk analysis for the option of NOT introducing promotion to the expansion
of services
3.5. Analytical Tools
3.5.1. STEEPLE
3.5.2. Analysis using Boston matrix (Boston consulting group)
3.6. Growth Strategy
3.7. Resource allocation cascade for the marketing
3.8. Performance analysis
3.9. Forecasting
3.10. Return On Investments
3.11. Risks
3.12. Contingencies
4. Marketing strategy
4.1. Major programmes
4.2. Measures of success
5. Conclusions-marketing execution / call to action.
6. References