internal marketing analysis executive summary no more than 100 words identify the

. Executive Summary – no more than 100 words, identify the main players, questions and main recommended soultion 2. Bcakground/Objectives – in less than 5 to 7 pts list the main factors 3. External Analysis A. Start with a PEST – which stands for Politicial, Economic, Social and Technology forces. These ate not forces that are specific to the company but forces that impact the macro/large environment. B. Porters Analysis C. Competitor Analysis D. KSF Internal & Marketing Analysis A. SWOT B. Market Analysis – size of the market, growth rates, targets C. 4 Ps D. Market Segmentation Financials (They are not always there) Alternatives & Recommendations and Action Plan As a rule, no more that three to four alternatives (don’t be overly creative, and….doing market research is almostnever an alternative) Recommendation – your your recommendation and major justification Action Plan – implement your recommendation….now get creative. If you recommend social media for instance develop some messaging, some ideas for what channels and so forth.

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