The SWOT Analysis and the outcome of the Primary Research efforts are the basis for the Issues Analysis. Here the primary focus should be on the charge for your research project. What are the most important issues and decisions that the organization is likely to face when trying to "sell the new brand iPad4?" Further, if the previous research steps (situation analysis, SWOT analysis, and primary research efforts) have shown that previous marketing efforts were unsuccessful (and why), you should include the lessons to be learned as issues.
In general, issues can include, but are not limited to (the issues depend on the charge of the respective marketing plan and are likely to differ from plan to plan):
Should the company focus on the charge in question?
What rate of growth is necessary and sustainable?
Does the company need to increase promotion to thwart the competition or to successfully reach its target market?
Does the company need to develop new promotional efforts to reach the identified target market?
What would be the most promising way of communicating with the target market?
Does the company need to increase the target market's knowledge base?
Does the company need to address/change the target market's belief systems?
Does the company need to develop persuasive messages tailored to the specific brand at hand?
Does the organization need to work on its reputation?
Is the company's current distribution in order?
Should the company review its pricing strategy?
Does the company anticipate any major competitive attacks in its current markets?