I. Describe your company
- Relevant history
- Resources, strengths, weaknesses
- Purpose, mission (what does your company do for whom)
- Company brand / position: what makes your company distinct in the minds of the public
- Marketing mix
II. Environment: existing and foreseeable trends from relevant perspectives, e.g.,
- Economic
- Technological
- Demographic
- Sociology
- Legal - Domestic and / or International
- Culture
- Customers
- Competitors
- Supply Chain Partners
III. Goals and objectives: Given what you have said about your company in its environment
- What goals do you want to reach, and in general terms, how do you want to reach them?
- What objectives will you reach that will tell you how well you are achieving your goals? (Use SMART acronym)
IV. Strategies for achieving objectives
- From the perspective of each of the four Ps
- Overall - bringing the four Ps together into a meaningful whole
V. Controls and Contingencies
- What metrics will you use to know whether you are on target for achieving your goals?
- When and how often will you measure?
- Risks: what could interfere with your goal achievement?
- What will you do if those risk events happen?