Contents I. Executive Summary............................................................................................................................. 2 II. Situation Analysis................................................................................................................................ 2 A. The Internal Environment................................................................................................................ 2 B. The Customer Environment............................................................................................................. 3 C. The External Environment............................................................................................................... 4 Competition......................................................................................................................................... 4 Economic Growth and Stability........................................................................................................... 5 Political Trends.................................................................................................................................... 5 Legal and Regulatory Issues................................................................................................................ 5 Technological Advancements.............................................................................................................. 6 Sociocultural Trends............................................................................................................................ 6 III. SWOT Analysis............................................................................................................................... 6 A. Strengths.......................................................................................................................................... 6 B. Weaknesses...................................................................................................................................... 7 C. Opportunities (external situations independent of the firm—not strategic options) ......................... 7 D. Threats (external situations independent of the firm)....................................................................... 7 E. The SWOT Matrix........................................................................................................................... 7 F. Developing Competitive Advantages.............................................................................................. 8 G. Developing a Strategic Focus.......................................................................................................... 9 IV. Marketing Goals and Objectives.................................................................................................... 10 V. Marketing Strategy............................................................................................................................ 11 A. Primary Target Market................................................................................................................... 11 B. Product Strategy............................................................................................................................ 11 C. Pricing Strategy............................................................................................................................. 11 D. Distribution/Supply Chain Strategy............................................................................................... 12 E. Integrated Marketing Communication (Promotion) Strategy......................................................... 12 VI. Marketing Implementation............................................................................................................. 13 A. Structural Issues............................................................................................................................. 13 B. Tactical Marketing Activities........................................................................................................ 14 1