(1) Executive Summary - Final summary
(2) Financial Projections
(a) - Summary of business performance
A quantitative summary of the last 3 years' performance using key financials, e.g., volume and gross contribution.
Suggested format - table or graph plus a very brief summary of reasons for good or bad performance
(b) Summary of financial projections
The purpose: to summarise, for the person reading the plan, the financial implications over the 3 year planning period.
- Suggested format a simple line graph showing revenue and gross contribution for each of the 3 years of the plan.
- Could also show 3 years leading up to the plan.
- (Also look at the sales forecast of Weatherpruf case study, see back
- pages of session 2 handout)
(3) Market overview
- Examination of the business environment
- Where are we now? How did we get here? Where are we going?
- Internal and External Audit
From the detailed information gathered from the external audit, a very brief summary of the market.
- Suggested headings:
o Market size and trends
o Market segments (pictoral diagrams)
o Headlines on customer behaviour
o Distribution channels
The marketing audit is the information base upon which any marketing plan is built.
(4) SWOT analysis
- Major link to the audit.
External - Opportunities and Threats,
Internal - Strengths and Weaknesses
Evaluating the strategic position of the business
Synthesising the results of the market audit.
Supports decision making, final stage and foundation for making decisions about the future.
(see session 3 handout for how to set out SWOT matrix (2x2, with more detail in the appendix)
Need to carry out Critical Success Factor Analysis (CSFs) (assessing strengths and weaknesses) See session 3 lecture handout.
Important: if market segmentation exists,... [continues]
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