Page 73 - FSH_MKT_4000_01_WI_25_AWolfe_1.22.25

WINTER TERM 2025 • MARKETING PLANNING • FSH MKT 4000 • 25 CLASS SECTION

Alison M. Wolfe MBA, MS, PhD, Associate Professor

PROJECT

AND/OR DATE WORKSHEET FOR YOUR PROJECT
þ SECTION * Note: Not all the topics listed below may apply to your client/organization
MGR.

EXECUTIVE SUMMARY (Client specific)
(VERY IMPORTANT DOCUMENT IN THE REPORT, WRITTEN LAST)
TABLE OF CONTENTS
(DETAILED WITH PAGE NUMBERS, TABS)
ORGANIZATION DESCRIPTION & STRATEGIC FOCUS (Client specific)
q Description
q History (snapshot, focus more on recent history)
q Mission
q Goals
q Structure
q S.W.O.T. analysis
q Competitive advantage (sustainable)
q Core competencies

PROBLEM STATEMENT (Client specific)
q Problem statement (market plan will address) for client
ORGANIZATION OBJECTIVES ((Client specific)
q S.M.A.R.T. Objectives (one year plan, marketing plan)
q Bonus optional, 3-year objective (insert in appendix)

SITUATION ANALYSIS
(SNAPSHOT TO ANSWER THE QUESTION “WHERE WE RE NOW”)

q Industry analysis (IF APPLICABLE)
q Description
q Structure
q Historical results
q Trends (macro and micro environmental forces)
q Target market analysis
q Keys to success
q Critical issues

q Industry customer-market analysis overview
q Market description, sizing, trends
q Customer characteristics
q Concerns, trends, and needs for your customers

q Competitor analysis and comparison framework
q Brief review of main competitors’ history
q Brief review of the main competitors market share, messaging,
competitive advantages, marketing mixes, product offering, price
offering, promotion offering, place offering, and the S.W.O.T.
analysis of the main competitors

AMW v WINTER TERM II 2025
v Page 73 of 92 v 01.07.2025