1.

Executive Summary
2. Situation analysis – The current Company chosen
a. Market Summary
i. Current target markets
ii. Market descriptors (demographic, geographic, behavioral & psychographic
descriptors)
iii. Market growth & trends and market size
iv. Key Success Factors/ Customer Value Analysis (what does the customer seek in
the offering)
b. SWOT Analysis
c. Competition
i. Direct competitors
ii. Indirect competitors
iii. Perceptual maps/ strategic groups
iv. Competitor bench markings
d. Critical issues

Your New Product Idea

3. Marketing Strategy
a. Marketing mission and objectives
b. Market segments
c. Target market
d. Positioning
4. Marketing Program
a. Product
b. Pricing
c. Promotion
d. Place/ distribution of the product
5. Financials
a. Sales targets
b. Costs – fixed/ variable
c. Expenses
d. Break-even/ Profits
6. Marketing organization & control
a. What will be the OS
b. What control tools
c. Contingency foreseen and hedging
7. References

Include Table of Contents and a List of tables & Figures in the report

Formatting: Time New Roman, 12 point, Single line spacing, tables named & numbered at the bottom in
10 point Times New Roman, Figures numbered at the bottom in 10 point Times New Roman & ‘wrapped
around square’. Maximum about 20 pages; excluding ToC, References & Cover Pages.